Juventus unveil bold new club crest at ceremony in Turin

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Powered by Guardian.co.ukThis article titled “Juventus unveil bold new club crest at ceremony in Turin” was written by Guardian sport, for The Guardian on Monday 16th January 2017 21.57 UTC

Juventus, the current Italian champions, have unveiled a new club crest – with club president Andrea Agnelli claiming the unusual, minimalist design has been one year in the making.

Agnelli unveiled the new logo, a stylised black and white letter J in the shape of a shield, at a ceremony in Turin, saying “this new logo is a symbol of the Juventus way of living.”

“We spent a year trying to find out what the new markets want, but also to show a sense of belonging and looking to the future,” Agnelli added.

The event was attended by a number of first-team regulars, including Leonardo Bonucci and Claudio Marchisio, while legendary Italian electronic musician Giorgio Moroder played at the event.

“I saw the future of music in the 1970s. Now, Juventus have seen the future of football” Moroder said.

The launch of the new logo was supported by a promotional video, which appeared on Twitter with the slogan ‘life is a matter of Black and White’.

The current logo of Juventus has been in use since 2004.
The current logo of Juventus has been in use since 2004. Photograph: Getty Images

Juventus’ current logo features the silhouette of a charging bull, a symbol of the club’s home city of Turin that also appears on the crest of local rivals Torino. The club has largely used a variation of this design since 1971, while their logo in the 1960s and 1980s featured a zebra.

Juventus have played in black and white stripes since 1903, when Notts County famously sent the club a set of shirts to replace their original pink jerseys.

Juventus have won the last five Serie A titles and currently lead the table by one point from Roma, despite a 2-1 defeat to Fiorentina on Sunday. In Monday’s game, Milan fought back from 2-0 down at Torino, Andrea Bertolacci and a Carlos Bacca penalty earning a draw.

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