Juventus FC: new visual identity without "Juventus" visible in the club logo

Juventus FC (Serie A TIM) unveiled its new visual identity, part of a process initiated on 16/01/2017, with the disappearance of the term "Juventus" from the club logo, to have the logo become an "Icon", the club announced on 01/08/2020.

"Today we complete a path, which began that day, and which has led us, also visually, to be a global brand, one that lives its maximum expression and its maximum proximity to a worldwide audience in football. The new visual identity and the Juventus brand have grown, as visibility and consequently as awareness, thanks to numerous initiatives in recent years," added the club.

"A message entrusted to the image. This is the profound meaning, for those who study signs, of the word "icon": an image, or a logo, to which we uniquely identify. It is no coincidence that the Juventus logo is also called: Icon," explained the Turin club.

Juventus FC: unveiling of the new visual identity (Twitter)

Juventus FC: evolution of the logo over time