LaLiga has unveiled its new logo and its new motto, ‘The strength of our football’, on Monday, changes that open “a new era” in the Spanish league with a renewed strategic positioning and with the reinforcement of its brand at an international level.
The motto ‘The strength of our football’ aims to highlight “the pride of being part of an organization with the capacity to inspire people and society”. “Over the last 10 years we have taken it upon ourselves to inspire people through the positive values of our sport, something that we consistently demonstrate through the clubs, our fans and our entire ecosystem of competitions and related experiences.” highlighted the Head of Global Brand & Strategy of LaLiga, Ángel Fernández.
“The new brand is a symbol of this change, the representation of ‘The strength of our football’, with which we want to reclaim the pride of being part of a competition that inspires everyone and helps us grow as individuals and as a society”, added.
The employers have also opted for a facelift of their corporate image. Thus, ‘LaLiga’ becomes ‘LALIGA’, written in a single word in capital letters, and the brand’s new symbol is represented by the initials ‘LL’.
“The choice of it is related to two key moments that are lived both on and off the field and that represent the passion of football: the celebration of the players when they score a goal, and they kneel forming the letter ‘L’ with the silhouette of his body, and the fans who form an ‘L’ with their arms when they celebrate a goal or the success of their team”, highlighted LaLiga.
On the other hand, the new corporate color is coral (Pantone Red 032C), which symbolizes “the pride, passion, energy and emotion of football”.
The visual identity will impact not only the 42 clubs that are part of LaLiga, which will wear the new logo on their kits, and the more than 185 million users of LaLiga’s digital environments, but also the fans of the competition, who will see the change in stadiums, television broadcasts and digital environments.
This new strategic positioning and its message ‘The strength of our football’ will be reflected in the next LaLiga image campaign, which will be released in mid-June.
“With the incorporation of new strategic partners such as EA Sports, LALIGA lays the foundations to revolutionize the football experience from the 2023-2024 season, seeking to break down the barriers between the physical and virtual worlds, with improvements in broadcasts and with the commitment of both companies to grassroots football”, said the employers’ association.
(Reference image source: Tim Bernhard, Unsplash)