How do you carry the followers, groups, and stadiums of the northernmost league collectively underneath a shared identification that captures the power and fervour that defines it? For Bond, the reply was in plain sight… the headscarf – strewn throughout the terraces, held excessive, regardless of the staff or the climate.
Veikkausliiga is the very best tier of Finnish soccer, consisting of the nation’s 12 prime golf equipment. After 22 rounds – every staff taking part in each different staff twice – the underside six golf equipment compete in a relegation spherical, whereas the highest six advance to the championships. The format has created a match identified for its emotional depth, as a result of each match counts.
To return to the headscarf: as the point of interest of Bond’s visible identification system for Veikkausliiga, it scores on each a conceptual and communicative degree. Like different high-latitude leagues, Veikkausliiga follows a spring-to-autumn season – typical for cold-climate European sports activities.
The headscarf not solely symbolises a deep connection between followers and their golf equipment, but additionally their united and unwavering loyalty by way of the harshest of climate circumstances. It represents heat, each actually and metaphorically – to take it off and wave it within the air when that air is under freezing… now that’s ardour.
The headscarf each unifies and delineates, and the visible identification flows from this. The generic turns into ownable, because the garment is folded into letterforms, changing into a show typeface that lends character to any variety of communications, in print and on-line. This might simply have been lacklustre, however the uncommon angles (organized to comply with the folds and motion of cloth) imbue ‘Scarf Show’ with actual spirit.
Bands of color introduce a unifying rainbow of putting hues – inclusive, interesting, and systematic. That is mentioned to align higher with a ‘higher spectrum of feeling’ and shines ‘notably brilliantly when contrasted with the robust use of black – identical to stadium lights on an autumn night’.
Elsewhere, a modernised model of Veikkausliiga’s earlier image – a fan holding a shawl aloft – has been developed right into a extra practical type. With its modernist geometry and abstraction, it’s nearly readable and sits comfortably on the sleeve of a shirt or scaled down on-line. A sequence of Premier League-like dynamic patterns, in the identical fluorescents, builds out the visible language of motion and power.
Presently – wanting by way of the social feeds and the model’s relationship with different belongings akin to participant images – integration (and custodianship) wants addressing within the rollout to make sure the league stays cohesive as a clearly unified, dynamic, and putting cross-platform model. However, nonetheless, as Veikkausliiga positions itself for future progress, searching for relevance each domestically and internationally, Bond’s identification delivers adaptability and scope.
