The Danish women’s football league is getting a new branding for its visual identity and branding to take the sport to the next level and focus on the game.
Women’s football is growing in popularity worldwide. In 2024, it was considered the most valuable women’s sport in the world, with an estimated global annual turnover of more than €500 million. Danish clubs are also benefiting from this international trend. To this extent, the association behind the Danish women’s football league decided to rebrand to support this national growth and ambition.
“Our main task is to further accelerate the development of elite women’s football in Denmark. This requires a significant amount of funding. Our success therefore depends on making elite women’s football much more attractive, not least to sponsors. In this context, we decided to do something about the names of our competitions and our visual identity so that we could better align our product and our ambition,” says Marie Greve, director of the League Association, formerly the Women’s Division Association.
To assist with this rebrand, NORD ID’s Copenhagen team was brought in to explore and develop the new chapter for the association.
New focus, new name
Despite increasing global interest, NORD ID needed to understand local context and perception. Through market analysis and interviews, the team and association understood that they needed to re-evaluate how they wanted the league to be experienced in the future.
“Danish women’s football has been in the shadow of men’s football for too long,” explains Frederik Sommer, COO at NORD ID. “Not intentionally, but because of the way it’s framed. We’ve built a naming system that is intuitive and helps elevate the entire league. The focus should be on the game, not the gender.”
As a result, the gender part of the name was removed. The entire division has been renamed from “Women’s Division Association” (in Danish: Kvindedivisionsforeningen) to “the League Association” (Ligaforbundet). Each division has also been renamed from “Women’s League” (Kvindeligaen), 1st division and 2nd division and is now called “Division A”, “Division B division” and “Division C” (A-Liga, B-Liga, C-Liga).
“We do not want to position the Danish women’s football league as a derivative of the men’s league. It is the opposite of the Champions League and the Women’s Champions League. We have consciously chosen to move away from a gendered name to ensure that the league stands on its own, that it is an independent and proud brand,” summarizes Frederik Sommer.
Movement and emotion in a modular system
Every match is an epic, with emotions playing out on the field. NORD ID brought this intensity and passion into a new visual identity for the association and competition.
“The lines and angles on the field inspired a new symbol, an asterisk,” explains Michael Mandrup, Design Director at NORD ID. “It serves as a recognizable focal point in a simple and modular design system that unifies the look and offers flexibility in use.”
The straight lines also inspired the font, tailor-made for A-ligaen. Together with the Danish type designer Trine Rask, NORD ID developed a monospaced font that unites functionality and character. A brand element that helps build consistency and identity across all touchpoints, such as websites, social media and TV.
The new identity is live on websites and social media and is implemented by the association itself.
Branding and visual identity artifacts
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