Juventus Football Club has unveiled a striking new look at an exclusive event in Milan on Monday night.

Hosted at the National Museum of Science and Technology Leonardo Da Vinci in Milan, the exclusive event – closed to the public but streamed live on www.juventus.com/en and JTV – Juventus officially announced the beginning of a new era with the Black and White and More event, which revealed the club’s new logo and visual identity.

Juventus’ objective is to grow in terms of presence and influence and to expand the business side of the club through a series of radically innovative initiatives, targeting both Bianconeri fans all over the world and those with less of an interest in football.

Black and White and More represents the start of a host of events relating to the Academy, immersive retail formats and a range of unique physical and digital products and services.

The transformation also encompasses a brand-new visual identity. The result of a bold, uncompromising approach, the new visual identity turns the sport’s traditional style on its head and sets about blazing a new trail.

The design brings to mind a famous line from Gianni Agnelli: “I get excited every time I see a word beginning with J in the papers.”

“No club in Europe has so far been able to transcend sport and convey the philosophy behind that,” explains Manfredi Ricca, Chief Strategy Officer for EMEA & LatAm at Interbrand, who teamed up with Juventus to develop the identity and concept of Black and White and More.

“If there is one club capable of taking that step, it’s Juventus – the brand is synonymous with ambition and excellence and these are principles that can inspire truly unique experiences. The new visual identity has been designed to boldly take the club’s spirit into new, unexpected realms.”

The new identity will be applied to all of the brand’s physical and digital effects from July 2017 and was unveiled by president Andrea Agnelli during the evening’s event.