Italian powerhouse Juventus have unveiled a new club logo and the “Black and White and More” visual identity during a gala event at the Museo Nazionale della Scienza e della Tecnologia Leonardo Da Vinci in Milan on Monday evening.

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

“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 32-time Serie A champions will apply the new identity to all of the club’s physical and digital effects from July 2017.