LaLiga, the renowned Spanish football league, has recently announced a comprehensive LaLiga rebranding initiative along with the introduction of a new presenting partner, electronic gaming giant EA (Electronic Arts). EA will be taking over the role of the league’s title sponsor from Santander, the Spanish financial services giant, which held the position for an impressive duration of seven years.
This rebranding effort marks a significant milestone for LaLiga after a remarkable three-decade period. In an official statement, the league expressed that the purpose of the rebranding is to assert its unique qualities and take pride in its identity.
LaLiga will now be represented as LALIGA, stylized as a single word in capital letters. This powerful representation embodies the essence of “the power of our futbol,” emphasizing the league’s commitment to abiding by regulations, social responsibility, and actively combating discrimination.
In addition to this transformation, the league has revealed its decision to welcome a new sponsor, concluding its long-standing partnership with Santander, which lasted for a remarkable seven years.
The newly unveiled brand symbolizes the initials of the league, LL, and is intended to personify the largest football ecosystem in the world. The league’s statement explains that this choice of symbol reflects two significant moments frequently witnessed both on and off the field, symbolizing the deep passion for football.
Firstly, it references the joyous celebration of players sliding on their knees after scoring a goal, forming an “L” shape with their bodies. Secondly, it represents the “L” shape formed by fans when they celebrate goals or their team’s achievements by raising their arms.
The fans’ clenched fists, exuding strength and passion, come together to create the second “L.” LaLiga emphasizes that this new LL symbol signifies the strong connection between players and fans, illustrating their shared enthusiasm for the game.
This rebranding aims to celebrate the league’s uniqueness and promote its commitment to upholding rules, social responsibility, and the fight against discrimination. The brand symbol LL represents the unity between players and fans, reflecting the shared passion and joy experienced within the football community.
LaLiga new logo criticisms
Although an update was long overdue, leaked images of the purported new look have left many fans unimpressed. Some individuals find the design difficult to interpret, while others argue that it resembles a generic logo more suited for motorsports rather than representing a major soccer league.
The La Liga logo has undergone minimal changes throughout its 30-year history. While sponsors have come and gone, the logo has maintained a consistent design since 1993, featuring a football surrounded by a circular arrangement of colored patches ranging from red to violet.
The accompanying logotype has seen a few updates, including a minor refresh in 2016. In recent years, an animated version of the logo has been introduced to infuse it with renewed energy. However, the core symbol has remained largely unchanged.
The choice of EA Games has raised concerns, given the controversy surrounding their own EA Sports FC logo, which was criticized for resembling a motorsports brand rather than reflecting the spirit of football. As a result, people have expressed similar reservations about the reported new design for Spain’s premier football division, drawing comparisons to the rebranded FIFA game logo.
Leaked images of the new logo have received mixed feedback from fans, with concerns raised about its readability and resemblance to a motorsports brand. The league’s logo has seen minimal changes over the past three decades, but the upcoming season will introduce EA Games as the title sponsor, raising expectations and apprehensions based on the controversial nature of their previous logo designs.