Perhaps he feared that the comedic aspect of Juventus’ new logo may not ring loudly enough with those who beheld it.
Maybe that’s why club president Andrea Agnelli thought to add some risible embellishments of his own.
So he invites us to believe, for example, that the people behind this creation took an entire year to come up with it. I don’t know how long lunch and tea breaks last at the design agency in question but the daily queue of job applicants there must stretch twice around the block.
But wait, Sr Agnelli still has his best punchline to come.
“This new logo is a symbol of the Juventus way of living,” he declared.
Even by the standards of the corporate-speak Fun Factory, this is a non sequitur in a league of its own. Perhaps we’re meant to stare fiercely at the new design for several minutes and eventually take the hint that Turineses are so rich and sophisticated that they not only snort their coke lines two at a time but even put a bend in them, for artistic effect.
Well can you come up with something that better hides the embarrassment of a naked monarch raving about his new clothes?
Take away the club name and this facile etching belongs on a rusty nail above a back street martial arts club in a town that’s seen better days.
Set against a backdrop of its predecessors, you wonder how its creators had the nerve to submit an invoice. Say this for those who once encouraged us to talk less about ‘crests’ and more about the ugly word ‘logos’ – they saw what was coming.
Odd people, designers. Give them a football kit to design and there isn’t a software gizmo they don’t employ in churning out a three-piece that’s not so much busy as hyperactive, yet invite them to create a visual interpretation of a proud city and a sporting institution and they give every impression they couldn’t be bothered.
‘Juventus’ is the Latin word for ‘youth’. From this point on, however, it will be hard not to see it as the Italian word for “Someone saw us coming…”