News • 23 06 2020

Revealing the rivalries

France’s Championship is the French people’s favourite football competition, regularly followed by over 15M supporters.(*)

This is what we wanted to reveal, together with LFP (Professional Football League), on the occasion of the arrival of new title partners for the 2020/2021 professional championship season. A strong and symbolic identity to give stature to these championships.

These two professional championships oppose historical clubs with strong and diverse cultures. By creating a graphic system that highlights the duality and their territorial rivalries, we revealed and highlighted the tension created by the Ligue 1 Uber Eats and Ligue 2 BKT games.

(*) Ipsos, December 2019

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Tension and suspense

The spirit of competition, the very essence of sport, creates the rivalry that is essential to push oneself. To show this healthy historical rivalry, the strong and symbolic shapes of the trophies serve as frames for the logotypes: the hexagon for Ligue 1 Uber Eats, the circle for Ligue 2 BKT, symbolizing the rise to the upper division. The separation into two parts, in opposition, recalls the confrontation while the slight diagonal shift injects a new dynamic.

In the center, the circle (the central round) recalls the LFP logo, thus creating a new brand architecture composed of a corporate brand, LFP, and two sub-brands, Ligue 1 Uber Eats and Ligue 2 BKT.

Players, gestures and a highlighted show

More modern and dynamic, the new identity perfectly meets digital uses.
The graphic universe highlights the emotional intensity experienced by players during the games. The angular shapes create the impact to embody these championships, shows full of surprises.

From July 1st 2020, Ligue 1 Uber Eats and Ligue 2 BKT will reveal their new identities, which will be applied to all fields and communication media when competitions begin. Ligue 1 Uber Eats and Ligue 2 BKT are professional football championships organized by the LFP, Professional Football League, whose identity we also created in 2019. Its brand territory was thus reasserted to reflect the very essence of its missions, the development and promotion of French professional football.

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