The English Football League (EFL) is a vital part of UK sporting life. It operates three highly successful national league competitions – the Championship, League One and League Two – as well as two cup competitions. The EFL prides itself on innovation, and TwelfthMan was commissioned to refresh and future-proof its brand identity to fit the modern digital landscape.
Brand positioning
Working closely with the client team, we developed a compelling brand narrative to bring the EFL’s vision and values to life. The positioning celebrates the organisation’s role as part of the fabric of life for millions of fans across the country.
Modernising the identity
We expanded the leagues’ colour palettes to increase contrast and enhance digital output before developing a set of graphic patterns – or fabrics – inspired by the brand positioning.
Expressive typography
We developed a new bespoke typeface: EFL1888. The font celebrates the EFL’s 136 years of innovation. Its contemporary semi-serif style modernises the identity across a wide range of editorial and creative output.
Elevating the trophies
We created a package of illustrations and animations to give the EFL’s trophies greater prominence. Their solid-colour styling is tailored for digital and social media.
Broadcast identity
The new broadcast cycle means ever more eyeballs on EFL matches. Working closely with Sky Sports, we extended the brand evolution to domestic and international TV titles and graphics as well as EFL's iFollow streaming services.
