As football fans gear up for the Women’s Euros in Switzerland this summer, the independent footballing organisation Women’s Professional Leagues Limited (WPLL) has rebranded to Women’s Super League Football, bringing it in line with the name of the top league, WSL.

The second division, previously known as the Championship (the same nomenclature as the men’s second division), has also been fully rebranded. From next season onwards, it will be called WSL 2.

The rebrand was led by Anomaly, an international creative studio that is arguably better known for its ad campaign work. The team was keen to reference the “athleticism and movement” of women footballers in the visual identity, which features an italicised serif wordmark, an abstracted football-shaped logo, a suite of patterns, and a fiery new colour palette.

The WSL masterbrand will steer the branding for the two league sub-brands, each of which have their own emblems and colour schemes.

The new branding is rolling out this summer ahead of the new season, with changes coming to digital touchpoints, kits, merchandise, footballs and stadiums.

The launch comes at a complicated juncture for women’s football in England. While interest in the game has exploded in the last few years and momentum continues to build ahead of the Euros, the FA’s choice to ban trans players from women’s football has disheartened many fans, players and clubs across the country. The FA no longer oversees the top two leagues after WSL Football took over ownership last year.

anomaly.com