Eredivisie

Brand Experience, Brand Design & Gudeline Development

Rebranding the Dutch football league nationally and internationally

The Challenge

Eredivisie needed an identity that served dual purposes: strengthening local Dutch connections while positioning itself among Europe's "big five" leagues. The system had to work across multiple broadcasters and platforms, requiring adaptability for various programming implementations while maintaining consistency.

Our Approach

The Idea

We created two complementary narratives: "Eredivisie. Ons voetbal" (Our Football) for local connection and "Made in the Eredivisie" celebrating international player development. The E icon abstracts the center mark on the field, with a diagonal line symbolizing crowd emotion that slices through content in motion.

Execution

Working with Dog and Pony, we developed an adaptable visual system built around the E icon and diagonal motion language. The identity was designed for implementation across multiple broadcasters, requiring flexible guidelines that maintained consistency across different programming formats and platforms.

Impact

Results

The dual-narrative approach enabled Eredivisie to communicate effectively with both domestic and international audiences through a single visual system.

Cultural Resonance

The identity system was implemented across multiple broadcaster platforms as planned. The dual-narrative messaging structure became part of Eredivisie's official communications.