NASL Launches New Logo and Brand Identity
March 29, 2011 - North American Soccer League (NASL) News Release
MIAMI (March 29, 2011) - The North American Soccer League (NASL) officially unveiled its league logo and brand identity today in advance of the inaugural season opener on April 9. Working in conjunction with 343RLP+ Creative Group, the new logo's color scheme and branding elements recall the NASL's historic legacy in updated fashion. The new logo and brand architecture has also been integrated into the league's redesigned website - www.NASL.com.
343RLP was tasked to develop the league's brand identity by working with a small group of NASL owners and executives in the creative design process, which included examining the league's past brand assets and rich history.
The new logo direction leverages the visual cues of the original NASL mark while modernizing the stylized typeface and improving legibility and brand recognition across all communications and broadcast graphics. The unique and classical straight and curved retainers (i.e., two thick and thin lines) in royal and blue echo the original league mark in a dramatic approach honoring the past and representing tomorrow's future soccer stars in the contoured shape with silver trim. The "Bold" red letters of NASL tie-in with the three regions - United States, Canada and Puerto Rico - that are represented by the "Iconic" red stars on the ball topped with the stylized North American continent as its focal point in the crest.
"After carefully evaluating many options, we ultimately decided to go with our gut instinct - to tap into the NASL's original brand DNA, its memorable brand heritage. And everyone remembers the starred NASL ball. So with the leadership and guidance of 343RLP, the new NASL primary logo is the same unique original shape of the original NASL logo, uses a modernized version of the word mark, makes the starred ball the centerpiece and creatively incorporates the map of North America", stated Aaron Davidson, NASL CEO. "The creative process has united us even further around our league - the NASL. The owners, executives, coaches, players and fans now have a new NASL shield to proudly wear and represent.", concluded Davidson
In addition to the working with the NASL on its identity branding initiatives, 343RLP has also partnered with the NASL to help oversee a number of marketing projects for the 2011 season.
"This was a unique assignment in having the opportunity to evolve an identity with a rich soccer heritage in North America," said Rich Levy, Principal and Design Director of 343RLP+ Creative Group. "The NASL introduced me to the Beautiful Game over three decades ago and to bring it to a new era in this day and digital age is a privilege for 343RLP."
The Inaugural NASL season kicks off on April 9 with all eight teams in action. The top six teams at the end of the regular season will advance to the playoffs, with the top two finishers receiving a first round playoff bye. Tickets are available for all eight NASL venues by visiting NASL.com on the web.
North American Soccer League Stories from March 29, 2011
- Patrick Leduc Announces His Retirement - Montreal Impact
- NASL Launches New Logo and Brand Identity - NASL
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