News

New Year, New Look for the A7FL

by
A7FL Staff
January 8, 2021

Refined, Familiar and Aspirational – Just Like The League

The A7FL prides itself on offering a unique brand of football unlike anything ever played at the professional level. No helmets, no pads, 7-on-7 full contact tackle football with players competing for the love of the game. With nonstop hits and fast-paced action generating millions of viral video views, the A7FL stands apart, not another pale imitation and definitely not your father’s football league.

“American 7s Football elevates backyard football to the professional level,” said A7FL Co-Founder and CEO Sener Korkusuz. “A7FL athletes grew up playing football in the backyards and parks around their neighborhoods, where the love of the game meant more than anything else. Now we’re showcasing that smashmouth style to the rest of the world and our fans just love it. As we planned the league’s expansion to 32 teams for 2021, we realized our brand needed a ‘refresh’ to reflect the A7FL’s growth and higher profile.”

In 2014, league co-founders Sener Korkusuz and Ryan DePaul created the American 7s Football League, and DePaul himself — with input from players, Korkusuz and others — designed the original league logo.

PAST LOGOS

“At its core, the A7FL logo represents the league’s basic elements,” said DePaul, ”The athlete, in silhouette, portrays the essence of American 7s Football. No pads, no helmets, minimalist, stripped of all non-essentials, just bodies and a ball – that’s all you need to play.” Bold, simple, elegant – the design is impactful, identifiable and memorable.

For 2021, the league wanted to improve on that classic look and so enlisted designer Logan Wiening, who had worked with the league previously as well as the NBA G League and other college and professional sports teams. Wiening, working with A7FL marketing partner Big Bullet Sports Marketing, focused on delivering a cleaner presentation with an optimized color palette and updated typography.

NEW LOGO ICON

“Complementing the new A7 icon with a bold, fresh A7FL typography gives a more complete visual branding impression,” said BBSM’s Howard Sadel. “By adding a second number 7 just under and to the right, Logan added an element of motion while speaking to the 7-on-7 play the league is known for. He did a great job incorporating the league’s old logo while creating something completely fresh that fits the A7FL’s vision for the future.”