Juventus’s 2017 rebrand with Interbrand replaced its traditional crest with a bold, minimalist logo. It faced backlash from fans who felt it had lost its connection to the club’s history. However, the aim was to reach wider audiences and build an identity that could work beyond football, reflected in its launch during Milan Fashion Week.

What stood out to me was the club’s willingness to stick with its decision. Despite the criticism, Juventus gave the identity time to become familiar rather than changing direction in response to the initial reaction.

This case study has shown me that bold design decisions are not always understood straight away. In my own practice, I want to be able to explain the thinking behind my ideas and judge feedback carefully, while recognising that a strong creative direction may need time to establish itself.