LaLiga, Spain

Transforming a football association into a leading brand in the world of global entertainment

Logotipo de LaLiga: rosetón de ocho segmentos de color con un balón de fútbol en el centro sobre la palabra LaLiga

Evolución del logotipo de LaLiga: del LFP y La Liga manuscrita a Liga BBVA y la identidad actual de LaLiga

THE CHALLENGE

LaLiga is a well known brand but it had an important need for consistency.

LaLiga publishes in 18 languages in Social Networks with more than 100 million followers on social networks, broadcasting its product in almost 200 countries, achieving a global audience of close to 3,000 million viewers.

Animación del cambio de nombre de La Liga a LaLiga, el paso de dos palabras a un neologismo propio

WHAT WE DID

Improving the brand for Spain's First Division of Football. Moving from a generic descriptor to an ownable neologism.

Some of the major goals of the project were creating a a new Brand Positioning, Brand Strategy, Brand architecture, Brand identity & Brand guidelines

Versiones del logotipo de LaLiga: LaLiga España Official y LaLiga Official para el mercado internacional

RESULTS

The professional football league LFP changed its name to LaLiga, a term TOTEM helped to develop. The evolution has strengthened LaLiga's presence among it's diverse European competitors.

LaLiga is acknowledged by many as the best league in the world. The new brand strategy was built around a more unique and ownable name. The small change in the name created a big jump in the organisation’s strategy.

LaLiga NonStop, Spain

We also worked developing LaLiga NonStop: Branding a festival of Spanish football.

Identidad de LaLiga NonStop aplicada sobre dos aficionados celebrando un gol frente al televisor

THE CHALLENGE

For the first time in LaLiga history that it was going to be played on New Year’s Eve and the first time that LaLiga didn't stop between the national festivities Christmas and Reyes.

Taking inspiration from the Boxing Day of the Premier League, the creation of an identity for this is proposed, taking LaLiga Fantasy’s brand architecture as a reference and starting point.

Logotipo de LaLiga NonStop con el símbolo de dobles flechas multicolor

WHAT WE DID

The simple, modern and global name “LaLiga NonStop” is created because LaLiga knows no limits and passion does not allow for pauses.

And being consistent with La Liga vision, we created a family of sub-brands and a powerful visual language derived from the brand itself that will bring it to life by generating a sense of tremendous energy and the spirit of the game.

Calendario de las siete jornadas de LaLiga NonStop, cada día con su color y su fotografía de partido

The Result

For the first time ever LaLiga didn’t stop for the Holiday Season. It was pure Omni channel entertainment.

A showcase of football where games were packed into 7 days of non-stop faced paced action.

Vallas publicitarias de LaLiga NonStop en el perímetro del campo durante un partido

Gráfica de campaña de LaLiga NonStop con un futbolista golpeando el balón en un estadio iluminado

Aplicación del logotipo de LaLiga NonStop sobre una fotografía en blanco y negro de una aficionada celebrando

Talk to us about your project: Send us an Email
or call us: +34 91 735 56 89