The new Juventus logo is extremely not good
For 119 years, the Juventus logo had served Italy’s biggest club well.
While it had been tweaked and modernized from time to time, it always remained more or less the same.
Indeed, with that crest on its iconic black-and-white zebra jerseys, Juve had won Serie A a record 32 times – including the last five in a row and a sixth very possibly in the offing – and claimed the Champions League twice. It also won a Cup Winners’ Cup, three UEFA Cups and two Intercontinental Cups, the unofficial world cup for clubs until that became a fully-fledged tournament.
It was a good logo. Some black and white stripes on a shield. The club name. Gold for resonance with its success. And a little emblem with a bull at the bottom. It worked fine.
But in a fit of modernization, the club decided that the old logo would no longer do and that it had better discard it entirely, chucking away more than a century of tradition. On Monday, club chairman Andrea Agnelli proudly unveiled a new and terrible logo. It’s the letter J, with a line cutting through it.
Agnelli: "This new logo is a symbol of the Juventus way of living." #2beJUVENTUS pic.twitter.com/x5B3fapqGJ
— JuventusFC (@juventusfcen) January 16, 2017
It may not be very pretty. And nor does it say Juventus, or even soccer. But it’s apparently extremely lifestyle, so there’s that.
Maybe it looks better through a long tube?
This ???? ⚫️⚪️ #2beJUVENTUS pic.twitter.com/18Rf1d5QnH
— JuventusFC (@juventusfcen) January 16, 2017
Nah.
Or perhaps you need to see it as light cast through a stencil?
⚪⚫⚪⚫ #2beJUVENTUS pic.twitter.com/iJB3X5oF4j
— JuventusFC (@juventusfcen) January 16, 2017
Nope.
Predictably, it didn’t take long for Twitter to do the jokes.
Pretty fitting that Juventus' new logo looks like someone diving pic.twitter.com/l2vancPxai
— Error Free in 2017 (@mlse) January 16, 2017
— amadí ???? (@amadoit__) January 16, 2017
Juventus FC. pic.twitter.com/o0hE8Qc12s
— Kristof Terreur ???? (@HLNinEngeland) January 16, 2017
That Juventus crest looks like the plot line of an M. Night Shyamalan movie
— Zito (@_Zeets) January 16, 2017
EXCLUSIVE:
The artist who made the new Juventus logo… @juventusfcen pic.twitter.com/Nf3GVyYa0g
— #WatfordFC Status (@WatfordStatus) January 16, 2017
And while the new Juve jersey for next season that appears to have leaked looks extremely good, it’s simultaneously ruined by that nothingburger logo.
Supongamos, SUPONGAMOS que se use como "Escudo"… Así podría verse? ⚪️⚫️#2beJUVENTUS #Juve #Bianconeri pic.twitter.com/JADRbMIUGh
— Franco Carabajal (@FrancooC07) January 16, 2017
Cue the Los Angeles Chargers joke.
Somewhere in LA, the Chargers' logo/nonlogo drops to its knees and gives thanks.
— Andrew Das (@AndrewDasNYT) January 16, 2017
Leander Schaerlaeckens is a soccer columnist for Yahoo Sports. Follow him on Twitter @LeanderAlphabet.