The Juventus 2004-2007 logo consisted of an oval shield with seven vertical strips inside: three black and four white. The current uniform, the one that is worldwide recognized and that captures the identity of the team, was introduced in 1903; everything started from John Savage, a British wholesaler of textiles based in Turin, and also first foreign player in the team. The towers on the crown became more expressive: the artists depicted each brick in detail.The football team heads got tired of monochrome and returned the full-color version of the 1921-1929 emblem. The three-star version was used until 2018.By removing the three five-pointed stars, the designers were able to zoom in on other elements. The link with the city of Turin is kept, through the reinvention of the city’s blazonry. Only time will tell whether “the Old Lady” brings any benefit or not.The first emblem set the tone for all subsequent ones. The image, more like a blurred silhouette of a horse, existed in three variations. In 1959 the first golden star was sewn on the uniform, to represent the tenth Italian title conquered by the team; this will happen again after almost 30 years, in 1982 when the total number of titles rose to 20. Above was a ribbon with the motto “Non coronabitur nisi qui legitime certaverit.” The crown and the bull were taken from the coat of arms of Turin, where the heraldic animal was featured since the 14th century.The designers have simplified the second logo by removing everything except the oval and its elements. To equal its Italian enemy teams, Juventus also chose an animal to represent them: the zebra, for obvious chromatic links; and also because the Journalist Carlo Bergoglio had proposed, in 1928, to include in the shield the profile of a rampant zebra, as a symbol of “ancient nobility” of the West. Gold stars were removed because they were … The zebra came back again in the late 1970s, but it did not last long: the oval with the crown and the bull remained the team’s honorary symbol until 2017. In 1971 there was a restyling of the logo, with a comeback to the blue background for the shield and the inscription; all of it surrounded by a golden contour. Gold stars were removed because they were recognized as the property of sports results but not an element of the club’s personality.In 2012, Juventus removed the stars from the logo. In 1990 the logo was modified once again, and it was taken back to the traditional logo, with the exception of the background, which was turned white once again for the inscription “Juventus”, and of the bull, which was now black on a golden background; by eliminating the blue background the logo was now totally black and white. All that remains is the word “JUVENTUS” and two jagged black lines, separated by a blank white space. There is no point in trying to find any parallels and connections with history. The first emblem of the club appeared in 1905 and was dichromatic, decorated with the arabesque inspired to the 19th century city insigne; on top, a white belt bearing a Latin inscription, the motto of the club, which was a famous quote of Paolo di Tarso, a Christian theologian from the 1st century: “Non coronabitur nisi qui legitimecertaverit” meaning “He does not receive the crown, he who does not play by the rules”. But the 1929 version was an exception. The second gold star appeared after the conquest of the twentieth champion crown. Italian journalist Carlo Bergoglio proposed replacing the Turin bull with a zebra so that the logo would reflect the club’s unofficial nickname, Le Zebre. This is why they decide to call the club “Juventus” as a testament to their young age (“Juventus” is Latin for “youth”). This logo, bearing the zebra, appeared in 1929 with, strangely enough, 9 dichromatic stripes; its life was though short, since in 1931 the city insigne was back, with the blue background on which a golden bull towered, together with the name of the club, also in golden characters.
The bull represented the symbol of the city of Turin and had a black crown. In previous versions, additional colors were used: blue (as on the Turin coat of arms) and gold (a symbol of glory).


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