After about 12 years Juventus have decided to do rebranding. With a substantial change in their look they became viral on the internet. New logo is a black and white letter J in the shape of a shield. They have presented their new logo and brand concept with the video “Black and White and More” at a ceremony in Milan.
The new Juventus logo became one of the most trending topics after great number of negative response by Juventus fans. There might be many reasons why fans don’t accept the logo. Resistance to change is the top reason why fans disapprove the rebranding. Numerous research findings show that people usually tend to resist the change either because they are not involved, or because they are emotionally attached to the brand.
Research conducted by Kingston University shows that “engaging consumers in the logo redesign selection process has a positive effect on logo evaluations. In addition the degree of change in brand commitment was negatively correlated with logo evaluations”. This means that as the level of brand commitment increases, acceptance rate of new logo design decreases. Taking into account all of this information we may well say that the negative feedback is not necessarily related to the failure of the design, rather it is related to the emotional attachment of fans to club.
As a marketing & communications professional and a designer I believe that rebranding is a right decision and new Juventus logo design is very successful. There are some reasons why the new Juventus logo is successful.
Creativity does not necessarily require adding all possible elements to the design. Keeping it simple and showing your creativity with minimum effort is the key for a successful design. Juventus logo is a good example of KISS (Keep It Simple, Stupid). With minimal moving parts in the logo it becomes easy to look at and process. The new Juventus logo – letter J is a great example of simplicity.
Ideal logo should stand out in competition. With all the messages and information flooding an average consumer through all mediums leads to a higher competition in brand communication world. Memorability makes your logo easy to recall and create word-of-mouth. Me, writing posting this blog is an example of a distinguished messaging of new Juventus logo. Using the letter J that is very attached to club name and combining it with colors of black and white makes the new logo very appealing.
A versatile logo should easily be able to be adapted to multiple mediums and applications. Juventus is very strong in marketing. Club is very active in side businesses as well. Juventus makes million dollars of revenue from brand and commercial. A good logo should be easy to apply cross-media and implement. When you think about the new Juventus logo you might come up various creative ways of application.
Strong logos do not get old by time. They do not age and have high endurance. It means that you create a unique logo with futuristic attributes. Even if your logo see new generations and innovations, it can still stand strong. I believe that the new Juventus logo can be used on a mobile app, web site, and applied to many other mediums and stay fresh for many years.
Logo design is not a rocket science after all. Although it is not completely separate from science, art is heavily in charge. You may hear many different opinions when it comes to design. I would be really happy to hear your thoughts. Feel free to share your ideas.