Brinkertlück for SFL: New brand identity
Starting July 1, the Swiss Football League will place greater emphasis on the «SFL» word mark. This move will be accompanied by a redesigned logo and the new tagline «We Make Soccer.» The designs for the Brack Super League and the Dieci Challenge League will also be refreshed by Brinkertlück.
From July 1, the Swiss Football League will increasingly use the SFL word mark - a further development that is more than just a cosmetic adjustment, but has a deliberate effect both internally and externally. With the new claim "We make football", the SFL is also getting to the heart of its identity. This strengthens the organization's positioning in Swiss professional football, demonstrates its self-image and raises public awareness of its commitment.
New line-up, same quality
The familiar figurative mark was carefully retained in this process and supplemented with the shorter word mark. The dynamic player in the pentagonal honeycomb has been retained and underlines the continuity, while the cursive, modern "SFL" lettering in blue stands for further development. The newly developed design elements and colors give the new appearance more dynamism, clarity and agility.
At the same time, the redesign creates space and application possibilities for more presence, greater proximity to the fans and clearer communication of all areas of activity - from match planning to representing the interests of the clubs and communicating with the general public.
Dennis Lück, Chief Creative Officer of the responsible agency Brinkertlück: "With the new guiding principle 'We make football', the SFL now has a strong communicative guiding principle that also shows the general public what the SFL does every day with great dedication: namely making professional football possible for the whole of Switzerland."
SFL CEO Claudius Schäfer adds: "With the new look, we want to show what the Swiss Football League stands for: professional football throughout Switzerland. The revised logo combines the tried and tested with new elements - just as we as an organization combine tradition with further development. The result is a clear and modern image that makes us more tangible for clubs, fans and all partners."
New look for Brack Super League and Dieci Challenge League
In the same breath, with the change of title sponsor to Brack Super League and the extension of Dieci as the Challenge League's name sponsor, not only the naming, claim and design of the two highest divisions in Swiss football were further developed, but also the entire appearance; from the badge on the upper arm to the ball pillars and advertising elements in the stadiums to all digital appearances.
Brinkertlück Schweiz was responsible for the creative and design aspects of the redesign of the SFL website and all new visuals for Brack.ch and Dieci.
