Like it or loathe it, Juventus’ new logo is another sign of the branding and commercial focus of soccer clubs nowadays. Juventus is up against all the other big clubs and they need to make an effort to stand out. Even if I happen to like the new logo, the announcement was full of the usual marketing mumbo jumbo, so it quickly became annoying and pretentious.
It may also be a mistake. Juventus’ logo is recognised by millions so to change it seems like a silly waste of money and, more importantly, branding capital. They have to start from scratch with this new logo. It helps that it features a capitalised “j”, but still. Much more important, however, is the players this club can attract and what it can achieve on the pitch.
Paul Pogba spent a bit of time getting “p”s shaved into his head and having two capitalised “p”s bleached a greenish yellow colour to signify “Paul Pogba” on his noggin alongside getting his own Twitter emoji. Considering his performance against Liverpool on Sunday he should probably be focusing on how to get the best performance out of himself for his club. Though I think it has become clear to a lot of people that his choice to move to Manchester United was driven as much by commercial and branding ambitions as soccer ones.