It's not meant to be a sporting logo. It's meant to be a brand logo. Just think of it like that and you'll all be less angry.
We made our own hospital ffs. J Medical? J Hotel? We have the Juventus college which is an applied science institution in Italy. We've been expanding past just the football field for quite some time now. It's the only way to improve revenues in such an archaic league. Unless you want to be bought by Sheikhs or the Chinese.
This is straight from the 2016 sustainability report:
For this reason, year after year Juventus has invested more and more time and resources in pursuing a path of economic, social and environmental sustainability. From the very onset, Juventus has pursued its sustainability path in harmony with its business. This inclination, which has been confirmed by stakeholder engagement, has led today to the identification of three key areas: Sport Management, Intangibles & Brand Management and Operational & Commercial Stadium Management.
http://www.juventus.com/media/native/csr/Juventus Sustainability Report 2015-2016.pdf
There's 96 pages to read through.