Local football clubs have also been working to raise the profile of women’s football and attract new players to the sport. This week, Club Brugge’s women’s team revealed a new name and a slick visual identity created by Studio Dumbar (part of design agency Dept) and independent art director Ludovic Beun.
The rebrand sees the club renamed as Club YLA in honour of Yvonne Lahousse, a Brugge local and diehard fan. “[Lahousse] died in 2006 at the age of 91. She was the ‘mother of the Spionkop’ – the part of the stadium with the most loyal supporters. Her fanaticism was legendary; mere days before giving birth she could still be found behind the goal to cheer on the team,” says Studio Dumbar.
The design aims to reflect Lahousse’s “dynamic, passionate and energetic” spirit, and will be applied to merchandise as well as outdoor ads and digital communications. With its bold black-and-white colour palette, angular typeface and striking photography by Stig de Block, it’s a fresh and contemporary look – one that feels closer to campaigns from the likes of Nike and Adidas than it does to traditional football branding.
The logotype is used alongside Klim Type Foundry’s typeface, Söhne Breit, in communications: “We specifically choose Söhne to contrast the hard-edged logotype and layouts and create more tension. It’s contemporary and functional with clear letter forms,” adds Enebeis.
Photography, meanwhile, aims to reflect the club’s “down to earth attitude” and urban location, while the colour palette reflects the team’s core colours of black, white and blue.