Juventus Rebrand Style Guide
A full brand system for a club that already got its own rebrand famously wrong, and the first time I wrote rules for other people to design against.
Project screenshot and interface documentation for Juventus Rebrand Style Guide will be uploaded here.
Nine crests since 1905, and the one everybody still argues about is the current one.
I rebuilt Juventus as a brand system: history, mission, visual identity, the black and white stripes that every mark since 1905 has had to negotiate with, and the animals, bulls and zebras, that kept appearing until the 2017 mark dropped them for a single letter J. The deliverable is a style guide covering logo construction, colour, typography and usage rules.
The argument I ended up making is that the 2017 mark is defensible and the rollout was not. A crest that survives being 24 pixels wide is the right call for a club selling to people who will never get to Turin. Telling supporters they were now a lifestyle brand was not.
It is a class assignment, and it is also the first time I wrote rules for other people to design against instead of just designing something. That is what a design system is, and this site has one for the same reason.