This project began with a simple observation: the Southern Football League lacks a clear, cohesive identity. While the league oversees four divisions, there is very little visual distinction between each division, and nothing to connect them under one recognisable brand.

The rebrand introduces a brand new bold, modern lion mark and a confident typographic system that better reflects the league’s ambition and stature. The lion now moves forward, rather than backwards, symbolising progression, growth and the continual evolution of clubs across the competition.

Alongside the master brand, a unified identity system was developed for all four divisions, creating a consistent and scalable visual language that strengthens the Southern Football League as a whole. The new identity positions the competition alongside the highest levels of the English game, while establishing a distinctive character that is confident, recognisable and uniquely its own.

The Southern Football League is a football competition featuring semi-professional clubs from East Anglia, the South and the Midlands of England. Together with the Isthmian League and the Northern Premier League it forms levels seven and eight of the English football league system.

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