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New Name and Logo for English Football League



Noted Nov. 30, 2015 by Armin

Industry / Sports Tags /


(Est. 1888) “The Football League is a league competition featuring professional association football clubs from England and Wales. Founded in 1888, it is the oldest such competition in world football. It was the top-level football league in England from its foundation in the 19th century until 1992, when the top 22 clubs split away to form the Premier League. […] Since 1995 it has had 72 clubs evenly divided into three divisions, which are known as the Championship, League One, and League Two, with 24 clubs in each division.[…] In November 2015, the league announced that it would rename itself as the English Football League (EFL) starting from the 2016-17 season.” (Wikipedia)

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EFL press release

Relevant quote
The EFL name will be accompanied by a stunning new visual identity featuring a dynamic circular arrangement of 72 balls in three swathes of 24, representing each of the League's member clubs and the respective divisions they play in.

The new logo is just the fourth in the 127 year history of the world's original league football competition and, for the first time, each club will be presented with its own bespoke version in its individual playing colours, ahead of the new season, for it to retain in perpetuity.

EFL press release

Images (opinion after)
New Name and Logo for English Football League
Logo detail.
New logo introduction.

Pretty much anything would be better than the old logo, which answers the question "If Verizon were a football league, what would that logo look like?" Plus the crown plus the italic type, there was no rhyme or reason to it. The new logo at least has a concept going for it, with 72 dots representing the 72 teams arranged in constellations of 3 to echo the 3 divisions where 24 teams play on each. It's a decent icon, it's energetic, and it adapts well to the clever, sound-driven animation. My main complaint would be that the ball looks more like a volleyball ball than a soccer ball. The EFL wordmark… is passable. If only they had left the bottom corners sharp or made everything rounded. This half-and-half approached has always irked me.

Thanks to Mark Shields for the tip.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN.

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