Finland’s top football league reveals scarf-inspired rebrand ahead of new season
The Veikkausliiga - made up of Finland’s 12 best football teams - has unveiled its new brand that highlights the pride of supporting your local club. It turned to international brand consultancy Bond, which altered the league’s logo, colour palette and typeface as part of the comprehensive update.
The previous identity’s logo featured a fan holding up a scarf – a theme which the new identity by Bond keeps to. Still celebrating unity and excitement, the modernised version utilises a far more simplified, deconstructed aesthetic.
Jesper Bange, Bond’s chief design officer and co-founder, says, " The scarf is a universal symbol of fandom, and by building the brand around this core idea, we’ve crafted a visual and emotional language that truly embodies what Finnish football feels like."
Other design choices include the use of Scarf Gothic, a custom typeface that directly plays on the look of football scarves. Elsewhere, the new colour scheme was designed to be inclusive for all of the league’s teams.
Nils Kajander, creative director at BOND, adds, “Veikkausliiga’s renewed brand positioning goes beyond the pitch. Rooted in authentic Finnish football culture, the identity embraces the league as a shared experience, a movement, and a force that brings people together.
“Whether through the triumphs of victory, the agony of near misses, or the unity in the stands, Veikkausliiga remains a powerful emotional connection for fans across Finland.”
The rebrand coincided with the commencement of the Veikkausliiga’s 2025 season, which began on 5 April.
