Spain/LaLiga: launch of a new brand identity from the 2023-24 season

"LaLiga is presenting a new strategic positioning and international branding," announced the body on 05/06/2023. The renewed visual identity is accompanied by a new slogan, "The Power of Our Fútbol", which reaffirms LaLiga's "commitment to inspire and make a positive impact on society."

"This change reflects the evolution that LaLiga has undergone over the last decade, in terms of both size and global recognition. The competition has become the largest football ecosystem in the world, with the most extensive international network of any sports entity, and is now present in 41 countries through 11 offices and a network of delegates. Over the last 10 years it has seen sustained growth in all areas and established itself as a brand recognised in both national and international reputation rankings," said the Spanish professional football league.

"With this context in mind, LaLiga now becomes LALIGA, written as a single word in capital letters. The new brand logo is represented by the initials 'LL.' The choice of logo is linked to two key moments on and off the pitch that represent the…