The Women’s Professional Leagues Limited (WPLL) – which took over responsibility for the Barclays Women’s Super League and Barclays Women’s Championship from the Football Association (FA) in August 2024 – has unveiled a new visual identity.
Crafted by creative agency Anomaly, the new visual identity refreshes the brand’s emblems, colour scheme, league and word marks.
According to the WPLL, the rebrand “captures the power and athleticism of the players”.
“Developing this new visual world with Anomaly has been a real labour of love. No one plays football like a female – it is our strength, and the way players move is one element of what makes women’s football distinctive and special,” Ruth Hooper, CMO at WSL Football.
“As soon as this concept was brought to the table, we knew it was the right route, and we embraced it. It has taken months of work, and we have spoken to clubs, fans, players and partners who have all inputted during the process and been on this journey with us. There is a lot more in store over the coming months as we continue to grow the women’s game for the future,” she added.
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The WPLL has also revealed new company and league names. The Women’s Super League Football (WSL Football) is the name of the independent company that will oversee the top tiers of women’s professional football.
Additionally, the Barclays Women’s Championship has rebranded to become the Barclays Women’s Super League 2 (Barclays WSL2), effective from the 2025/26 season. The Barclays Women’s Super League (Barclays WSL) will retain its name, to bring both leagues under one Women’s Super League Football umbrella.
Clara Mulligan, managing partner and head of design at Anomaly, said: “As a long-time football fan, having the chance to create the future of women’s football is the absolute brief of dreams and a career highlight.”
“The new brand identity is inspired by the athleticism and movement of female footballers. We’ve created a brand that is built for motion and captures the true spirit of the game. And we never would have gotten there without the close collaboration with the entire team at WSL Football, the support and guidance from the fans, players and clubs, and the heart and passion from everyone on the team,” she added.
