Superliga Argentina de Fútbol

"The league of the football nation."

SAF is the embodiment of the new paradigm in the Argentine football: it represents professionalism and contemporary initiatives. It creates a perfect experience for the so-called “hincha” (Argentine football fan) by providing recognition, incorporating digital touchpoints and spreading magic.

FutureBrand's challenge was to recover the glory of national football in Argentina, the passion it awakens in the most honest and intense way, creating an innovative concept that will reflect the excellence of Argentine football players.

We developed a brand that carries the strength of the Argentine Football whilst being as sober and subtle as any league of excellence should be.

The idea: An explosive brand representing the birth of a new era under the Big Bang concept. We summarized in a symbol the anatomy of both a ball and planet which, combined with the pentagon of the typical Argentine ball, results in a graphic brand that is visually explosive, a brand that contains the national color palette and a neutral color temperature which is also a reference to the galaxy; where all stars are born. The symbol rotates, emulating the movement of a football, travelling from left to right. Seven parts; 7 days a week that the fans feel passion for football... Seven is the number for perfection.

The container changes color according to the teams' own color palette to create immediate empathy between the “hinchada” (fans) and SAF, the democratic organism that will be in charge of ordering and democratising the Argentinian football clubs. SAF represents all first division clubs and because of this it can wear all their team shirts without losing its own identity.

Launched in mid August 2017, the new brand crystallizes all elements of the league around a clear identity. The President of SAF, Mariano Elizondo, said:

"It's a very important moment for Argentine football. Perhaps one of the most anticipated: that of having the whole family of soccer present, the union that groups the players, the leaders, the fans themselves, which are such a valued product of our country. To the referees, who have to make transcendental decisions, and the two companies of great prestige that will give us the possibility to revalue this product for which we have all worked."