Outset
In the past, Ligue 1 and Ligue 2 have struggled to compete with Europe’s top leagues. Known for its young talents, the league still lacks attractiveness, further hindered by a dominance and strong brand of Paris Saint Germain. LFP Media who owns the league aims to redefine the image and perception of the league and increase its international reach. 

Result
Unveiled after 15 months of collaboration, the new Ligue 1 and Ligue 2 identities aim to revolutionize French football’s image. Centered on “Football. But French,” we crafted a fresh look that captures the sport’s unique essence in France. We intended to challenge the status quo while ensuring adaptability for the future. Our logos use negative space to shape the letter ‘L’ within the numbers, echoing the well-known abbreviations for Ligue 1 and Ligue 2.

Flexibility was at the heart of our new identities, with LT designing logos that clubs and fans can make their own. Clubs, especially, are encouraged to adapt the design with their colors, embracing the new logo as part of their identity.

The new identities for Ligue 1 and Ligue 2 feature bold and bright color palettes unified by a charcoal base. This dynamic look, inspired by video games, conveys a modern and playful brand universe. A custom typeface drives the identity and is carried through to jerseys and further adapted for TV graphics. A flexible grid system ensures the identities shine across digital, stadium, and TV platforms. 

A survey shows strong approval, with 85% of Ligue 1 fans and 90% of TV viewers giving a thumbs-up to the refreshed visuals.