Has Juventus's 'marketing' move backfired?

Italian Serie A champions, Juventus F.C. yeseterday revealed via Twitter that they have re-branded their logo. In a statement issued by the club president Andrea Agnelli, "The new logo, which will be in use from July 2017, represents the very essence of Juventus: the distinctive stripes of the playing jersey, the Scudetto–the symbol of victory–and the iconic J for Juventus. These three elements make up the DNA of our club. The black and white stripes are the defining trait of the new visual identity and can be adapted to fit any setting. The Scudetto represents the club’s determination to strive for victory, now and forever. And finally, the J – that most distinctive of initials – occupies a special place in the heart of every fan ... The new logo brings these three elements together into a unique, universal symbol capable of representing not just a football club, but an identity, a sense of belonging, a philosophy. It is a logo for the modern age in that it conveys its message effectively on any physical or digital format. Most important of all, however, is the way the new logo boldly leaves behind the accepted wisdom of classic football badges to blaze its own trail." However, many sports marketers and journalists see this as a marketing move by the club. They have dubbed it as a transition from a badge to a brand, since the Turin based club's logo bares no resemblance to the club's iconic crest and history. And it comes as a no surprise that the logo has failed to appease fans and pundits who were quick to slam the new branding and mock the club's priority of marketing over legacy. Very recently, Los Angeles Chargers also revamped their logo three times in the span of two days. The franchise although made it clear that it was not an official logo and that it will only be used for marketing purposes. The move by Juventus is also seen on the similar lines as they have taken the cue from the Chargers in rebranding their logo. But their fans around the globe seem very unhappy at it. The Scudetto champions' new badge was ridiculed en masse on Twitter on Monday as fans were distraught at the style change. Some of them branding the logo as that of a condom's, some felt it was an early April fool's day prank while other's photoshopped the logo to criticize it in a more humorous way. On the contrary, it might be possible that the new logo can be seen as a creation of new visual identity. With the help of the new logo 'JJ', Juventus can thus become a global identity brand, be able to synthesize its spirit and extend into completely new markets and communities, creating a virtuous cycle between club, brand and business growth. And what is almost certain is that this will be implemented in all the on-ground and digital manifestations of the club starting next season in July. Thus, we do not officially know if its a marketing move or not, but if it is, the general consensus from the fans and pundits is that it might have backfired. Although, it is too early to say, we will have to wait until the start of next season to draw an accurate conclusion.