
JUVENTUS
The new emblem was supported by a promotion ‘life is a matter of black and white’ – a reference to the club’s iconic colours. The badge, last updated in 2004, is essentially about extending the club’s reach and presenting a club known as ‘The Old Lady’ with a sharp, modern and eye catching symbol – an apparently ‘innovative’ emblem to coincide with initiatives to capture fans’ attention in Turin, Italy and across the globe, while staying true to their I Bianconeri (black and white) tradition.
“The transformation also encompasses a brand-new visual identity,” the club said. “The result of a bold, uncompromising approach, the new visual identity turns the sport’s traditional style on its head and sets about blazing a new trail.”
Agnelli added: “I get excited every time I see a word beginning with J in the papers.”
He might like it, but it polarised opinion from fans on social media.
The previous emblem featured the silhouette of a charging bull – the symbol of Turin, where Juve is based. Torino also have a bull on their logo.
Juve famously wear black and white after English club Notts County sent the Italians a replica of their strips in 1903 to replace Juve’s pink kit at the time. The club’s colours also leant to the nickname ‘The Zebras’.
Interestingly, the tradition of stars to commemorate triumphs on jerseys came from Juve, who added one in 1958, when they won their 10th Serie A title.
AC Milan, another Italian icon, has a classic, simple emblem based on a shield based on the flag of Milan (which is derived from the flag of Saint Ambrose – the Bishop of Milan from 374 to 397, the city patron and also the saint to that Basilica of Sant’ Ambrogio was dedicated to).
The St George’s Cross is not a link to England (although the club was founded by an Englishman) but it a hallmark of the City of Milan. Indeed, in 2014, the club’s main kit’s emblem was simply a crest with St George’s Cross.
They’re known as the Rossoneri because of the red and black colours - a symbol for fire and fear for the opponent.