In recent weeks, the A11 Professional Football League has unveiled six of its eight charter franchises, and the brands that will be associated with them.
But long before that could take place, the A11FL itself had to be branded. Enter Liquid Agency, a brand experience agency in the bay area of California.
“We heard that the league was in formation, and knew (A11FL Co-Founder) Kurt Bryan through a family friend,” said Scott Gardner, CEO/President of Liquid Agency. “I was asked to attend a couple meetings…to discuss how to launch the A11 brand.”
Gardner and the rest of the Liquid Agency team was starting from scratch, but had plenty of past logos to work off of – both for good ideas and bad ones.
“After doing a lot of research on a lot of football logos and popular major league logos, we realized there were some things American sports franchises tended to do,” he said. “One of the things we did in an audit was we realized that stars were very popular. In some of the early conceptual work, we realized that stripes weren’t used as much as stars.”
Gardner saw an opportunity for stripes to be a differentiator in the league logo – and that is where the three red stripes on the right side of the logo come in.
Those working on the A11FL logo came up with a lot of different conceptual design solutions, according to Gardner. They wondered if they could do the logo without having a football element in it, but since they went with A11FL and not having the league’s name spelled out, the logo ultimately had to have a football element within it.
About the league’s logo’s colors being a patriotic red, white and blue, Gardner said, “We looked at a lot of different colors. We looked at many different ways to color that logo. We did find, again, that it’s hard to get away from red, white and blue. You have to decide which hues you’re going to use.
“To represent an American league, using the national colors is key.”
Gardner said the league logo is versatile enough to allow for color changes within it, and it still will stand out.
“We do like the fact that this logo can be modified for different situations, and you can have fun with it,” he said.
“A11FL” is at the top of the logo, with the bottom of that arched to work with the half-football and the three stripes below. The number “11” is smaller than the three letters, so a line was placed underneath the number. Gardner said the reason for the line is so the number reads like a number, and isn’t mistaken for two Ls.
Gardner concluded by saying he liked how the A11FL logo stood out as simple, strong and progressive at the league’s major press conference earlier this month.
“We design a lot of marks for global corporations. Sometimes to create something that’s simple is the hardest thing to do,” he said. “It could have been very busy. Some of the sports logos we found were very busy. We really wanted to create a solid badge, and we’re really proud of where we ended up with this.”
For more on Liquid Agency’s A11FL league logo evolution process, go to http://www.liquidagency.com/blog/the-a11fl-a-new-brand-of-football/#.Uwtrc_ldWa8.