Goals, not genders

Football is about the game, not the gender. So, when the Danish women’s football association needed help to raise awareness of the league and attract sponsorships, we knew what to do. We had to reframe the entire league by reminding people of what it’s all about, the game.
First up was the name of the association and league. A new approach was needed to reflect the new strategy and ambition. So, we built a new naming system that is intuitive, easy to understand and use in conversation, among players and fans. On top of that, it helps elevate the entire league, focusing on soccer, not the sex.
Every game is an epic of emotions. We expressed this intensity and passion in a new visual identity. Built from the field. Football is defined by regulation. By measured lines, fixed angles and precise proportions. We built the identity from that structure.

The asterisk is constructed directly from the official geometry of the pitch. The halfway and centre lines form its primary axes. The diagonals derive from the field’s spatial logic. The centre circle anchors the convergence point.

The result is a focal mark built from the game itself. Not a symbol inspired by football — but football reorganised into form.

From the same foundation, we developed a strategic 3×3 grid. A nine-field system reflecting how the pitch is understood in zones - width, depth and centre control. The grid governs layout, imagery, typography and motion across all touchpoints.

Measured, structured and intentional.

Football translated into identity.

Læs mere