The new graphic identity of the Superliga Argentina de Futbòl

From this season on one of the Argentinian championship has changed his name in Superliga Argentina de Futbòl. This revolution is part of a wider rethinking of all the futbòl promoted by the AFA, in order to relaunch the prestige of the Argentinian football by reducing the number of teams in the top league (target is 20 by 2020, this year there will be 26) and to project the league in the future. Such a change must be supported also by visual prospective, and the international agency FutureBrand takes this responsibility.

FutureBrand's challenge was to recover the glory of national football in Argentina, the passion it awakens in the most honest and intense way, creating an innovative concept that will reflect the excellence of Argentine football players. The main idea for the brand are the concepts of "Big Bang" and "galaxy, where stars are born". The logo reflects these ideas: a ball (or a planet) in the middle of an explosion of creative energy surrounded by seven pieces that seem to move. The scraps represent the movement of football and also the seven days of the week in which Argentinians fans live their passion 24 hours per day.

The logo's color palette contains the national blanco y azul and a neutral color temperature which is also a reference to the galaxy. The Container changes color according to the teams' own color palette to create immediate empathy between the “hinchada” (fans) and SAF. FutureBrand did not limit their work just to the logo, but they take care also about the merchandising and the online identity of the Superliga.