The EFL
An inclusive global football experience
Brand identity, Type Design, Motion, UI & UX
Agency: FutureBrand
Formed in 1888, the EFL (English Football League) is the world's oldest and original football league. Football has come a long way since 1888. It is now a sport watched religiously by hundreds of millions of people all over the world. The EFL needed a brand that the world could relate to – a brand that could adapt to and engage with a global audience of football fans.
This global ambition of the EFL created the opportunity for us to create a fresh, new, and exciting brand for them. The brand identity we developed was born from the idea ‘A Football Experience for Everyone’ – not just the elite and premier. This brand idea gave rise to an energetic, eclectic, and bold, new logo and visual language.
In its static form, the logo is stylised on the shape of the original leather football used in 1888. It is constructed from 72 circles, each representing the 72 clubs. It 3 divisions are representative of the 3 leagues in the EFL.
The identity comes alive through a series of behaviours that take on the emotions of the sport – ACTION, REACTION, and CELEBRATION. Each behavior allows the identity to adapt and express itself, in both print and digital mediums, in a playful, energetic, and varied way.
