During the unveiling, club president Andrea Agnelli described it as "a symbol of the Juventus way of living".
Something to do with back-handers, perhaps? Nah, it's just a 'J' that looks a bit like a shield really.
Agnelli: "This new logo is a symbol of the Juventus way of living." #2beJUVENTUS pic.twitter.com/x5B3fapqGJ
— JuventusFC (@juventusfcen) January 16, 2017
There's a video too...
Ridiculous.
I actually think clubs would get far more respect if they were just honest about this shit. "We focus-grouped the old badge, and reckon this new one might help us shift a few more shirts in Asia". And if commercial growth equates to more star players and a greater chance of success, then that's a trade-off most fans would be happy with.
Modern football, eh?