Our Verdict? We Quite Like It
Now, this comes from a place of emotional distance and objective reasoning, but we quite like this radical redesign.
We’re not Juventus fans, and we’re therefore not intrinsically linked to its history and tradition, so we can take a step back and admire it for what it is: smart, clean, minimal branding.
It’s akin to an apparel brand, which makes complete sense from a business point of view.
Football clubs are in a dogfight with one another for global recognition and access to emerging markets. They need to exist beyond the towns and cities where they ply their trade, and represent themselves with aplomb on a global scale.
With so much money now swirling around in China, clubs like Juventus need to find a way to differentiate themselves.
The flat design of the new badge elevates it to a simple and easy to recognise brand mark; one that can be just as easily found on football merchandise as it would be on high-end luxury goods.
And that is, after all, the intention - to transcend the football sector. Or in other words, make more money from other markets.
It will be interesting to see how they fare with their new badge front and centre.
What do you think about Juventus’ new identity? Have they hit the back of the net, or put this firmly into row Z? Let us know your thoughts on Twitter @madebyshape