Merged Scottish Professional Football League (SPFL) unveils brand identity
The Scottish Professional Football League (SPFL) has unveiled its brand identity following the merger between the Scottish Premier League (SPL) and Scottish Football League (SFL). The branding was created by Glasgow agency Material and merged the lion image from the former SFL logo and the football image from the SPL design to create the identity. It was unveiled this week by SPFL chief executive Neil Doncaster and former Scotland internationals John Collins and Graeme Souness. The new football structure sees the SPL replaced by the Scottish Premiership and the former First Division of the Scottish Football League become the Scottish Championship. The old SFL Second and Third Divisions are replaced by Scottish League One and Scottish League Two. Head of sales and marketing at the SPFL, Stuart McPhee, said: “It was key that the brand was able to encapsulate the new league body and act as a unifying signal of how elite football in Scotland in progressing. “The naming structure of the league divisions follows a familiar route, with a real focus on elevating the new Scottish Championship to a more striking position in the eyes of supporters, players, sponsors and broadcasters.” McPhee added that the next step for the SPFL was securing sponsorship. “Our next challenge is to attract the inaugural SPFL title sponsor,” he explained. “We believe there is now a fantastic platform for a brand to be involved in the nation’s favourite game, reaching into the broadcast, community and digital footprint of all 42 clubs.” Account manager at Material, Natalie Ward, added: “The identity itself is something that the_Works team have been working extremely hard on over the past couple of weeks with the assistance of the board, aiming to deliver an innovative, dynamic solution that is both flexible and forward-looking, and we are delighted that we could represent both of the previous companies within the new merged identity.” The SPFL website is set to launch on 1 August and Glasgow-based digital agency Red Paint has been tasked with its creation.