On November 1, 1897, 13 students of the Turin D’Azeglio Lyceum sat down on the bench between King Umberto and Prince Victor Emmanuel’s lawns. And it dawned on them to organize a football team, the new kind of sport brought from England. According to their language, it sounded “Calcio Fiorentino.” The club was called in their honor – Juventus.
But there was a dilemma with the headquarters; they had no place to gather together. 20-year-old Eugenio Campari offered a parents’ shop for bicycle repair for meetings. Also, he went down in history as the first president of Juventus.
Turin is translated from Latin (Taurus) as a “bull.” This horned creation ‘trampled” its place on the coat of arms of the Piedmont capital and the club emblem. And in the year of the Bull in 1985, Juventus won the first of two of his Champions Cups. In the bloody finale on “Heysel, “where 39 fans died, the Turanians beat Liverpool with the score 1:0.
Speaking of footballers’ form color, the Juventus team started playing in pink t-shirts. In 1903, at the factory, by mistake, instead of pink, black and white t-shirts were made. But there was no time and money to make new ones, and it was decided to leave the defective ones for the next 112 years. According to another version, they refused pink, because they did not tolerate washing. The Englishman John Savage (one of the team members) brought the black and white stripes of Notts County. Thus, the oldest of the world’s currently playing clubs have turned Juventus into a “bianconeri.”
For many years there was a zebra on the Juventus logo, and the team players were called “zebras,” too. But the most popular was the nickname of Vecchia Signora (the Old Lady), obtained, according to a legend, from the fans of “Torino.” In the 30s of the XX century, juveniles played in t-shirts for a couple of sizes more, which in the wind created a hump. That’s why they were nicknamed “the Old Lady.”
Meaning and History
In 1977, Juventus introduced a logo with the image of a rampant zebra’s black silhouette, which became the symbol of the club. A golden star, personifying ten championship titles, was located above the animal. The second gold star appeared after the conquest of the twentieth champion crown. It was placed next to the first one.
In 1989, the coat of arms of the club was returned to the traditional model but with some changes, such as an increase in the size of the emblem with a bull and a gold crown on top.
In 1993, the coat of arms was changed again: the internal elements were expanded, two gold stars were located above, the background of the club’s name was painted white, and the coat of arms with the Bull became gold.
The Juventus 2004-2007 logo consisted of an oval shield with seven vertical strips inside: three black and four white. A dark inscription ‘Juventus” on a light background was located in the upper part of the emblem. The furious white Bull from the bottom of the logo, the symbol of Turin, was placed on a dark background and decorated with a black crown. Gold stars were removed because they were recognized as the property of sports results but not an element of the club’s personality.
In 2012, Juventus removed the stars from the logo. From the principle, after all, 2 out of 33 club’s scudetto were recognized as purchased.
In mid-January, Juventus introduced a new logo. There is no point in trying to find any parallels and connections with history. Now you couldn’t find Bull, zebra, or shield there. The fans are shocked by the new Juventus logo. However, the club’s management insists that the new logo will make Juventus the real world club. Like, now, “Juventus” should not be associated only with Turin, but actually, it is quite a controversial decision. Only time will tell whether “the Old Lady” brings any benefit or not.
1905 – 1921
The first emblem set the tone for all subsequent ones. It looked like an intricate heraldic shield with a striped oval in the middle. Vertical lines in black and white provided the background for the word “JUVENTUS,” the crown, and the bull standing inside an unpainted hexagon. Above was a ribbon with the motto “Non coronabitur nisi qui legitime certaverit.” The crown and the bull were taken from the coat of arms of Turin, where the heraldic animal was featured since the 14th century.
1921 – 1929
The designers have simplified the second logo by removing everything except the oval and its elements. The outlines, letters, crown, and bull are now gold, and the two geometric shapes are blue. Remarkably, the color blue is of great importance for Juventus, because, like the bull, it is represented on the city’s coat of arms.
1929 – 1931
Almost all emblems that were in use before 1970 are similar in structure. But the 1929 version was an exception. Italian journalist Carlo Bergoglio proposed replacing the Turin bull with a zebra so that the logo would reflect the club’s unofficial nickname, Le Zebre. The designers listened to his idea and made minor corrections: they removed the golden crown and increased the number of stripes to nine.
1931 – 1940
The zebra didn’t last long – in the 1930s; a bull took its place. There were seven vertical stripes again, and a crown with three towers appeared in the center. The font of the word “JUVENTUS” has changed: the developers abandoned the typical typeface and came up with their own. Elements that were golden yellow in 1921-1929 are now light brown.
1940 – 1971
In 1940, the club recreated the 1921 logo in black and white. The towers on the crown became more expressive: the artists depicted each brick in detail.
1971 – 1977
The football team heads got tired of monochrome and returned the full-color version of the 1921-1929 emblem. The shades have changed a bit: now they are not so bright.
1977 – 1989
In the late 1970s, the club decided to bring back the zebra, but this time without the oval and vertical stripes. The image, more like a blurred silhouette of a horse, existed in three variations. Among them, the two-star version, which appeared in 1982, when the team won the twentieth league title, stands out. By the way, Juventus was the first to use five-pointed stars to celebrate its successes. The sports organization introduced this tradition in 1958.
1989 – 2004
After a small upgrade, the emblem returned to its origins. The crown is almost the same as on the 1905-1921 logo. The bull also looks like the old version, but the artists have changed its shape, so it’s difficult to tell from the silhouette which animal it is. There is a golden line along the outer contour, which makes the graphic sign look like the 1921-1929 version. The two five-pointed stars that were previously to the left of the zebra are now placed above the oval shield.
2004 – 2017
Specialists developed the new club emblem from the Interbrand agency. They tried to create a stylized emblem while preserving the historical symbols of Juventus. The design corresponds to the canons of our time: simple forms, smooth lines, symmetry, and minimalism. They managed to achieve this using only three colors: white for the background, yellow for the line under the team name, and dark brown for all other elements.
2017 – 2018
On January 16, 2017, the team unveiled the logo without the crown, Turin bull, zebra, and oval shield. All that remains is the word “JUVENTUS” and two jagged black lines, separated by a blank white space. An abstract figure looks like the letter “J” – it is. The three-star version was used until 2018.
2017 – present
By removing the three five-pointed stars, the designers were able to zoom in on other elements. The graphic sign was adopted in July 2017, and not one, but two at once: white on black and black on white. The second version is considered the priority, although both of them are official.
For the first seven decades, the Juventus logos remained almost unchanged, except for the period from 1929 to 1931, when the visual identification of the club was decided to be associated with the nickname Le Zebre. The zebra came back again in the late 1970s, but it did not last long: the oval with the crown and the bull remained the team’s honorary symbol until 2017. As a result, the design agency Interbrand developed the infamous J logo, which caused a wave of criticism.
Font and Сolors
The employees of Interbrand invented the unusual font of the word “JUVENTUS.” Judging by the characteristic letter “N,” they were based on the old spelling of the name, which appeared on the logo back in 1921.
The modern club emblem is black and white. In previous versions, additional colors were used: blue (as on the Turin coat of arms) and gold (a symbol of glory).