Veikkausliiga: Brand Identity

May 2025

The brand identity for Veikkausliiga, developed by agency BOND, brings a high-energy visual system to professional sports in Finland. The project centres on a bespoke typeface, Scarf Gothic, which functions as the foundation for the league's dynamic motion design and static graphic communications. By layering bold geometric shapes with vibrant neon accents and high-contrast monochrome sequences, the system channels the intensity of match-day environments. Execution across the identity leverages high-speed capture techniques and fluid motion graphics to translate the pace of the stadium to a digital-first environment. Key contributors include lead creative Nils Kajander, design director Kirill Ratman, and lead designer Jesper Bange. The visual language extends from editorial portraiture and documentary-style fan photography to complex, multi-panel animations, ensuring consistent brand expression across all sports and gaming touchpoints.

Horizontal, Commercial