The Juventus logo is the official visual mark of Juventus Football Club, a professional football club based in Turin, Italy. Founded in 1897, the club plays at the Allianz Stadium, competes in Serie A, and is known as the Old Lady and the Bianconeri. The current logo family, unveiled in 2017, replaced the traditional oval crest with a bold “J” monogram. Across its history, the badge has gone through several distinct versions, each reflecting the club’s identity at different points in time.
What Is the Juventus Logo?
The Juventus logo is a black-and-white “J” monogram built from the club’s stripes, created by the branding agency Interbrand and unveiled on January 16, 2017. Since 2020 the J has been used alone, without the JUVENTUS wordmark above it. It replaced an oval crest that showed the Turin bull.
Juventus logo at a glance
| Symbol | Stylized “J” formed from black and white stripes, with a shape that evokes the Scudetto shield |
| Designer/agency | Interbrand (no individual designer publicly credited) |
| Current version since | 2020 (J alone); the J itself dates from January 16, 2017 |
| Colors (hex) | Black (approx. #000000) and white (#FFFFFF) |
| Typeface | Bespoke Juventus typeface by Interbrand; no widely accepted free alternative |
| Previous major version | Oval striped crest with the Turin bull (2004-2017) |
How Has the Juventus Logo Evolved Over Time?
The Juventus badge first appeared in 1905, moving through ovals with the Turin bull, two zebra periods, and a 3D oval, before the 2017 rebrand dropped the crest format in favor of a stripped-back monogram. Published charts disagree by a year or two on some dates, especially around the zebra of the late 1970s.
Before the Crest (1897–1905)
- Years Active: 1897–1905
- Design Description: No formal club crest from these years has been documented
- Color Scheme: Early shirts were pink, with black or white details depending on the account
- Context: Students from Turin’s Liceo Massimo d’Azeglio founded Sport-Club Juventus, with November 1, 1897 as the conventional date
First Juventus Crest (1905–1921)
- Years Active: 1905–1921
- Design Description: A striped black-and-white oval with a crowned Turin bull, framed by ornate scrolls based on the city’s coat of arms, with a Latin motto on a ribbon
- Color Scheme: Black and white
- Designer: Not publicly credited
- Context: It debuted around the 1904-05 season, when the club won its first national title
- Motto: “Non coronabitur nisi qui legitime certaverit,” roughly, no crown without playing by the rules
Simplified Oval (1921–1929)
- Years Active: 1921–1929
- Design Description: The scrolls went away and the oval came forward, with a blue band for the name and a crest with the crown and bull
- Color Scheme: Black, white, gold, and blue
- Designer: Not publicly credited
Old Zebra Logo (1929–1931)
- Years Active: 1929–1931
- Design Description: A black-and-white oval with a rampant zebra in place of the bull
- Color Scheme: Black and white
- Context: Turin journalist and cartoonist Carlo Bergoglio, known as Carlin, proposed the zebra to match the team’s nickname
- Key Changes from Previous: The bull, which is also the symbol of city rivals Torino, disappeared for two years
Return of the Bull (1931–1979)
- Years Active: 1931–1979 (some charts end this version in 1977)
- Design Description: A more elliptical oval with stripes, the name in a band across the top, and a crown above a blue shield holding the bull
- Color Scheme: Black, white, blue, and gold, with variations over the decades
- Context: The design was adjusted around 1940 and restyled again in 1971 without major change
Zebra Silhouette (1979–1990)
- Years Active: 1979–1990 (some charts start it in 1977)
- Design Description: The oval was dropped for a blurred zebra silhouette made of black lines, first with “JUVENTUS F.C.” below and a star, then from 1982 with the name in an arc above
- Color Scheme: Black and white
- Context: It followed the Optical Art trend popularized in Italy in the 1970s, and it broke sharply with the club’s oval tradition
Return to the Oval (1990–2004)
- Years Active: 1990–2004 (some charts start it in 1989)
- Design Description: A narrow oval with black and white stripes, a stylized crown and bull, and two yellow stars above
- Color Scheme: Black, white, and yellow
- Context: Worn through major success, including the 1996 Champions League win
3D Oval Crest (2004–2017)
- Years Active: 2004–2017
- Design Description: An oval with five vertical stripes, the name in a convex white area over a gold arc, and a small bull and mural crown at the bottom
- Color Scheme: Black, white, and gold
- Designer: Italian outlet 90min credits Interbrand; we couldn’t confirm this from the agency or the club
- Context: Introduced two years before the 2006 Calciopoli scandal and relegation to Serie B, then carried through the club’s run of league titles from 2012
J With Wordmark (2017–2020)
- Years Active: 2017–2020
- Design Description: The black-and-white “J” with “JUVENTUS” above it in a condensed bespoke typeface
- Color Scheme: Black and white
- Designer: Interbrand
- Context: Unveiled January 16, 2017 at the “Black and White and More” event in Milan, and used on kits from 2017-18
- Key Changes from Previous: The oval, the bull, the crown, and the gold all went
Current J Logo (2020–Present)
- Years Active: 2020–present
- Design Description: The same J, now standing alone without the word “Juventus”
- Color Scheme: Black and white
- Context: The club’s logo page presents this step as the completion of the rebrand it began in 2017
What Do the Design Elements of the Juventus Logo Mean?
The current Juventus logo strips everything back to the club’s core visual assets. The club’s own description names three: the initial “J,” the black and white stripes, and the Scudetto.
What Does the “J” Symbol Represent?
The “J” is the most direct possible reference to the club’s name.
But the way it’s constructed matters. The black shapes and the white gap between them echo the bianconeri (black and white) stripes, and the outline suggests a Scudetto shield, the symbol of an Italian title.
The launch also played on a line from Gianni Agnelli, who said he got excited every time he saw a word beginning with J in the papers.
It’s a smart piece of design. One shape communicates the initial, the stripes, and a shield all at once.
What Is the Historical Significance of the Stripes?
The black and white stripes are the single most recognizable element of Juventus’s identity.
The club’s early pink shirts wore out, and Tom Gordon Savage, an English member who is often wrongly called John, arranged replacements through Nottingham. Striped shirts in Notts County’s colors arrived instead.
The official story dates this to 1903, but newer research by Luca Formara found a newspaper report placing Juventus in black and white by December 1901.
Building the logo from those stripes rather than inventing new shapes keeps that continuity.
What Are the Juventus Logo Colors?
Black and white, and nothing else. The club has not published official color specs, but the values are simple: black is approx. #000000 and white is #FFFFFF.
- Black (approx. #000000) is half of the bianconeri identity and gives the mark its weight
- White (#FFFFFF) is the other half and creates the stripe effect through maximum contrast
Dropping gold in 2017 was notable. The previous crest used it for the arc below the name. Understanding color theory helps explain why a two-tone mark holds up so well at any size.
What Typography Style Is Used in the Juventus Logo?
The direct answer: a bespoke typeface created with the identity, not a commercial font. The 2017 identity won a D&AD Wood Pencil for Typefaces.
The wordmark that ran above the “J” from 2017 to 2020 is a condensed, all-caps sans-serif font with tight, angular letters that echo the J. It uses modest tracking rather than the wide spacing often described online.
What Are the Hidden Meanings in the Juventus Logo?
There are no confirmed hidden messages beyond what the club says itself, but the layers are clear enough.
The “J” reads as an initial, a set of stripes, and a Scudetto. That triple function in a single shape is the mark of tight design thinking.
Interbrand’s Manfredi Ricca framed the wider goal as transcending sport, which explains why it looks closer to a fashion mark than a traditional crest.
How Does the Juventus Logo Compare to Competitor Logos?
Among major European clubs, the 2017 Juventus rebrand stands out as one of the most radical departures from traditional football heraldry. Most top clubs still use crest formats, while Juventus moved in the opposite direction.
Compare it to the AC Milan logo, which retains red and black stripes, a red cross, and “ACM” lettering. Milan’s badge signals heritage. Juventus’s signals modernity.
The Paris Saint-Germain logo sits somewhere in between. PSG cleaned up its crest but kept the round format and the Eiffel Tower. It modernized without abandoning its structure.
The AS Roma logo also went through a rebrand that generated controversy, while keeping the she-wolf symbol tied to Roman identity.
What makes Juventus unusual in this group is the complete removal of location-specific symbols. No bull. No Turin reference. Just stripes and a letter. That’s a bet on global recognition over local identity, and very few clubs have been willing to make it.
What Cultural Impact Has the Juventus Logo Had?
The 2017 rebrand sparked immediate debate. Initial reaction on social media was largely critical, and many fans felt that removing the bull and the crest erased a century of visual heritage.
Others saw it as a deliberate move to position Juventus alongside fashion and lifestyle brands rather than staying within the visual conventions of football.
The design world took notice too. The identity won a D&AD Graphite Pencil for Branding Schemes in 2017. In 2019, the club’s collaboration with adidas and Palace produced a fourth kit and a wider streetwear collection.
The mark is now one of the most distinctive badges in world football precisely because it looks nothing like a football badge.
The concept of what a logo can be for a sports club shifted after Juventus showed you could ditch the crest format entirely.
How Does the Juventus Logo Fit Into the Overall Brand Identity?
The logo sits at the center of a brand system that Juventus has deliberately built to extend well beyond football. The black and white restriction, the bespoke typography, and the stripped-back look feed a consistent language across kits, screens, the stadium, and stores.
A system like this usually relies on brand guidelines, though the club’s own aren’t public, so we can’t speak to what they contain. President Andrea Agnelli said at the launch that the J reflects “the Juventus way of living.”
Keep in mind the name never changed, only the mark. The club is still Juventus Football Club, and the nickname “The Old Lady” lives on alongside the new logo.
The Agnelli family, through Exor, still controls the club, and that same long-term ownership signed off on the break with the old crest.
How Should the Juventus Logo Be Used?
This is general advice rather than the club’s rules. The Juventus logo is a trademark, and commercial use on products or advertising generally needs a license from the club.
Editorial use, such as an article or a news report about the club, usually carries less risk, but the rules depend on your country. Fan art sold for profit is a different matter.
Leave the mark’s shapes and colors unaltered, and use a vector graphics file where possible so it scales cleanly.
FAQ on the Juventus Logo
Why did Juventus change their logo in 2017?
Juventus rebranded to reach beyond football and position itself as a global brand, including with people who have little interest in the sport.
The club worked with Interbrand to replace the traditional oval crest with a bold “J” monogram that works on merchandise and digital media as well as on a kit.
Who designed the current Juventus badge?
Interbrand created it. The agency’s work was unveiled on January 16, 2017, at the “Black and White and More” event in Milan.
No individual designer has been publicly credited, although Interbrand’s Manfredi Ricca was the project’s public voice.
What does the “J” in the Juventus logo represent?
It’s the club’s initial, but the construction does more than spell a letter.
The club says it combines the J, the black and white stripes of the shirt, and the Scudetto, making the monogram logo design and the kit identity one visual language.
What colors are used in the Juventus logo?
Black (approx. #000000) and white (#FFFFFF). No gold and no accent colors.
The previous crest used gold for the arc below the name, and the 2017 rebrand dropped it.
What did the old Juventus logo look like?
The 2004-2017 crest was an oval with vertical black and white stripes, the name over a gold arc, and a small bull and crown at the bottom.
Earlier versions included a crowned bull in a blue shield and, for short periods, a zebra.
How many times has the Juventus crest changed?
The usual chart shows about ten versions since 1905.
Major steps include the 1905 scrolled oval, the 1929 zebra, the 1931 return of the bull, the zebra silhouette of around 1979, the 1990 oval, the 2004 3D oval, the 2017 J, and the 2020 J without the wordmark.
Did Juventus change their name when they changed the logo?
No. Only the visual identity changed. The club is still Juventus Football Club, a name rooted in the original Sport-Club Juventus of 1897.
Did fans react badly to the new Juventus logo?
Many did. Initial reaction on social media was largely critical, and many supporters felt that removing the Turin bull and the traditional crest erased visual heritage.
The mark has since become one of the most recognizable in football.
What happened to the Turin bull in the Juventus badge?
It was removed entirely in 2017.
The bull had appeared in various forms since 1905, connecting the club to Turin’s civic heraldry. Cutting it was a big part of the Juventus logo change debate.
What font does the Juventus logo use?
A bespoke typeface created with the 2017 identity, which won a D&AD Wood Pencil for Typefaces. It’s not a commercial font, and the current J logo no longer includes the wordmark at all.
How does the Juventus logo compare to other Italian club badges?
It’s the outlier. The Napoli logo, the Fiorentina logo, and the Lazio logo all keep a more traditional badge with a local symbol or a round frame.
No other major Italian club has gone as far toward an abstract monogram.
Can the Juventus logo be used freely for design projects?
No. It is a trademark, so commercial use generally needs a license from the club.
Editorial and non-commercial fan use may carry less risk depending on your country, but any project involving merchandise, branding, or profit needs permission.
Conclusion
The Juventus logo is one of the boldest rebranding decisions in modern football history, trading the Turin bull and the oval crest for a stripped-back bianconeri monogram that works as well on a streetwear collab as it does on a Serie A kit.
The black and white club emblem proves that minimalist design can carry serious weight.
Interbrand’s 2017 Juventus FC badge redesign divided fans at first, but the mark has since become globally recognized, sitting alongside the strongest black logos in sports branding.
For a club with over a century of crest evolution behind it, that’s no small achievement.
Sources
- Juventus, Nota del Club: logo page – https://www.juventus.com/IT/club/logo
- Juventus, Juventus future scoops D&AD awards – https://www.juventus.com/en/news/articles/juventus-future-scoops-dad-awards
- It’s Nice That, Juventus football club given a new identity by Interbrand – https://www.itsnicethat.com/news/juventus-football-club-interbrand-rebrand-170117
- Inside World Football, Juve break tradition with radical logo redesign – https://www.insideworldfootball.com/2017/01/18/juve-break-tradition-radical-logo-redesign
- 90min, La storia dei loghi della Juventus – https://www.90min.com/it/posts/la-storia-dei-loghi-della-juventus
- LeftLion, Tom Gordon Savage, the Nottingham man responsible for Juventus’ iconic stripes – https://leftlion.co.uk/features/2021/09/tom-gordon-savage-notts-county-juventus/
- Wikipedia, Juventus FC – https://en.wikipedia.org/wiki/Juventus_FC
Renowned for his expertise in logo design and visual branding, Bogdan has developed a multitude of logos for various clients.
His skills extend to creating posters, vector illustrations, business cards, and brochures. Additionally, Bogdan's UI kits were featured on marketplaces like Visual Hierarchy and UI8.
He also wrote in the past years on sites like Design Your Way, WebDesignerDepot, WPDean, Designmodo, Speckyboy, Slider Revolution, and more.
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Bogdan Sandu is a seasoned designer who has been designing websites since 2008. Renowned for his expertise in logo design and visual branding, Bogdan has developed a multitude of logos for various clients. His skills extend to creating posters, vector illustrations, business cards, and brochures. Additionally, Bogdan's UI kits were featured on marketplaces like Visual Hierarchy and UI8. He also wrote in the past years on sites like Design Your Way, WebDesignerDepot, WPDean, Designmodo, Speckyboy, Slider Revolution, and more.
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