One identity for a whole football ecosystem. We worked with the Pro League to make its competitions and properties feel part of one recognisable family, while giving each a clear role. The system connects the Jupiler Pro League, Challenger Pro League, women’s competitions, esports and the Hall of Fame. An updated master logo, related sub-brand identities and a variable typeface give the portfolio a shared visual language. The broadcast package carries that language into every onscreen moment.

The new identity is built around a logo with several layers of meaning. Its central shape represents the ball and the pitch, while the beams on either side reveal the stands and the collective voice of the fans. Hidden within the design are references to the league’s early visual identity and the Jupiler Pro League trophy, bringing its history into a new context. Alongside the logo, a custom variable typeface creates a distinctive visual voice that adapts to different formats and sizes. From large stadium displays to detailed broadcast graphics, the system remains consistent while allowing for flexibility.