— The old ( left ) and the new Juventus logo. I must admit, I ’ m not a boastful football fan ( u readers : I ’ megabyte talking about soccer ), but when I saw the new Juventus identity I barely had to check it out. It’s so different, it’s new, it’s fresh. It’s a statement. change is coming :
so, WHY IS IT SO GOOD ?
The new Juventus identity is so dear, because it conforms to these 5 principles of brand :
- Stand out and dare to be different
- Be a leader
- Build on values
- Contemporary & timeless
- K.I.S.S. (Keep It Simple, Stupid)
1. STAND OUT AND DARE TO BE DIFFERENT
Have you seen the other club logo ’ s of the italian football league ( the Serie A ) ? They all look ( classify of ) similar. They all have a crest or shield that looks in truth traditional — see below :
— Club logo ‘s of the Seria A. Image informant : Brand New then you see the new Juventus logo. It ’ s very different. It stands out .
#1: When you ’ re thinking about your ( rhenium ) brand, look at other players in your marketplace. What are they doing ? What makes you different ? And how can you use that to your advantage ? Research, experiment and evolve.
2. BE A LEADER
Let go of the old and embrace the raw. Let ’ s take a step ahead .
— Launch event. source : Juventus “ Introducing the raw face of Juventus. The Black and White and More era begins now ! ” — source : Interbrand project page The newfangled earned run average begins nowadays. Juventus is planning to grow as a brand. They want to extent their brand know to include more than merely football : “ Juventus aims to distil its perfume into far-reaching experiences which can appeal to the football fan while being highly relevant to entertainment enthusiasts who are far away from football as a sport. ” — beginning : Interbrand project page The football diligence is quite traditional with fans that are in truth invested in their team. And they don ’ triiodothyronine like change. well, this is a deepen. A big one. By taking a step forward, by taking a refreshing new approach to their brand, by being first, Juventus has taken the precede. And I feel they ’ ra blazing a trail for others to follow .
#2: A bunch of businesses just follow the rest. They don ’ deoxythymidine monophosphate stand out. They don ’ t defy to be different. Being a leader is, however, about going first, about exploring the strange, about seeing where an industry is going and about taking action. so, if you want to be a stigmatize drawing card, take some prison term to explore these topics and see what actions you can take to take the conduct .
3. BUILD ON VALUES
even though it might not seem that way at first glance, the new identity is built on a inheritance and international relations and security network ’ metric ton something that just dropped from the flip .
— Logo formula. Image informant : Brandemia The new logo is based on :
- The shield: a recurring emblem in the football industry
- Black and white stripes: the team’s defining element
- The letter ‘J’: McDonalds has the ‘M’, Google has the ‘G’, and now Juventus has the ‘J’
“ By leaving the team ’ s defining black-and-white stripes untouched, Juventus is bringing the illustrious bequest and spirit of one of Italy ’ s leading teams to newly audiences and die-hard fans alike. ” — beginning : Interbrand stick out page
#3: A brand without values is like a house without a foundation. A post needs constraints to be able to work. What are your values ? Which ones make you stand out in the herd ? And how are these incorporated into your brand ?
Without values to support your brand, it ’ s a lot harder to give it the focus it needs to attract attention. The values give the brand its direction. Questions like “ Should we choose this visualize or this one ? ” or “ Is this new customer a real fit for us ? ” or “ This event, should we support it ? ”, are a bunch easier to answer when your trade name has a solid base to build on.
A trade name without values is like a house without a foundation .
4. CONTEMPORARY & TIMELESS
Times are changing. The football industry is about a fortune more than just football these days. It ’ s more and more about entertainment and life style. And the football brands have to change with it. Juventus has realised this and it acting consequently.
Read more: EFL Trophy – Wikipedia
— Launch event. beginning : Juventus “ The new logo is iconic and universal joint. It ’ s boldface enough to make a argument, but compromising enough to appear alongside a wide range of new experiences—in the stadium and beyond. ” — reference : Interbrand project page
#4: A trade name identity ( incl. a logo ) is a long-run investment. It needs to be flexible and able to adapt to changes in the market, but at the same time it besides needs to be dateless. You want it to survive. You want it stay relevant for a longer period of meter. I know this might sounds like a paradox, but that ’ s what makes and keeps a brand identity interest .
5. K.I.S.S. ( KEEP IT SIMPLE, STUPID )
The fresh logo is iconic and universal. This makes it easy to recognise. It ’ south clean. It ’ south to the point. No bells and whistles. And the funny story matter is, this is precisely what makes it stand out from the push, as the logo ’ south of the other teams of the Serie A are a batch more complex .
— beginning : Brand New On the other hand, it besides contains elements that root it in the commercialize it operates in :
“ The execution of the newfangled ‘ J ’ is great, hinting at both the traditional black-and-white stripes of the uniforms and Gestalting the bullshit out of your genius for it to complete the human body of a carapace, which helps anchor the logo in a more traditional soccer symbol. ” — reservoir : Brand New Interbrand chose the most authoritative elements of the Juventus trade name and shaped those into a new identity where there ’ s no more to add or subtract. It works.
#5: I see a batch of brand identities that try to be everything. And normally those end in failure. just like it ’ second authoritative in commercial enterprise to have focus, the same holds dependable for brands. Choose the most significant elements to represent your business and build a mark around those .
ON A SIDE-NOTE :
Something that needs to be said: The fans are outraged. They feel that something has been taken away from them. I understand that spirit. The die-hard fans live and breathe Juventus. It ’ s a huge region of their lives, they identify with the brand and it has become a separate of their own identity. nowadays that this familiar double has been taken away from them, they feel betrayed. however, about every big brand ’ s modern logo or brand identity is met with resistance… at first. People need to adjust to the new look & feel of a brand and that takes some time. normally after a while ‘the new ‘ sinks in and becomes the new standard. I feel the new mark identity of Juventus could be the catalyst for a branding revolution that will affect the whole industry . What do you think ? What do you think about these 5 principles of branding?
- Stand out and dare to be different
- Be a leader
- Build on values
- Contemporary & timeless
- K.I.S.S. (Keep It Simple, Stupid)
Let me know in the comments below .
With pleasure ,
Atelier Pan | Brand Design for Conscious Entrepreneurs
Become more credible, attract the right clients and take your business to the adjacent level.
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