MLFB

MLFB — Major League Football

League and team brand identities for a new spring professional football league.

team identities: 8
logo + slogan: League
for the NFL offseason: Built

team identities

League

logo + slogan

Built

for the NFL offseason

The Challenge

Launch a new professional league for fans who want football after the NFL season ends, with rosters built from NFL cuts and top undrafted college players. The brand had to feel credible and major-league from day one.

My Role

Brand lead, 2016. I developed the league logo and slogan and designed identities for all 8 teams.

The Approach

Fan and market research

Explore the opportunity for spring football and the expectations of fans looking for a credible professional league during the NFL offseason.

League positioning

Establish MLFB as a major-league spring football brand, giving fans a new league to follow after the NFL season ends.

League logo and slogan

Develop a league mark and slogan that express MLFB’s identity and give the new organization a recognizable presence.

Team identity system

Design eight distinct team identities, with logos and color palettes that give each team its own character within a unified league.

Brand guidelines

Define consistent use of league and team marks, colors and identity variations across uniforms, gear and brand communications.

The Work

League mark, slogan and 8 team identities for MLFB.

The Result

A unified league and team identity system, with 8 distinct team brands under one league mark, designed to give a new league instant credibility with football fans.

Next project

Cardboard Mansion

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