Sweden’s two top tiers will from the 2019 season have a new look. Both Allsvenskan’s and Superettan’s logos are replaced with newer and more modern designs that work better in all digital channels. In addition, all teams in the Allsvenskan and Superettan will play with specially adapted league logos that harmonize with the club colors on their sleeves to pay tribute to the bands between the fans, the club and the league.

Allsvenskan has been played since 1924 and Superettan since 2000. The current logos for the series began to be used in 2008 but will now after eleven seasons change in order to better fit all digital channels.

”We were given the task from the clubs to look at a solution that would be attractive to all stakeholders and we have devoted a large part of the year to finding this solution. Through the process, we have been inspired by both clubs and other leagues”, says Mats Enquist, Secretary General at Svensk Elitfotboll.

The new graphic profile of the leagues is more responsive, that is, more flexible, than today’s systems, which creates completely opportunities to communicate in everything from Twitter to LED screens.

”We are proud of our role in society. Regardless of where you live, no matter who you are, we want you to feel connected with Allsvenskan and Superettan, it has been the foundation of our identity work. The new solution should breathe football, be simple and stylish but at the same time give a nice premium feeling”, says Carl-Henric Stjerna, Brand Manager at Svensk Elitfotboll.

”We were looking for the shape of our league shield among leagues and teams all over the world, but finally we found it on our own match ball. The shape of the shield and our entire identity work is a way for us to pay tribute to and manifest nearness and love of football”, says Carl-Henric Stjerna.



League symbols adapted to team colors
The new league symbols will also be produced and seen in the colors of the clubs upon the sleeve on their jerseys.

”We have missed a solution where our league identity can to a greater extent be integrated with the clubs’ identity. A system where the clubs, the league and the fans could approach each other during a common identity. It feels great that our league logo will be in the colors of the clubs on the sleeve of their match jerseys”, says Carl-Henric Stjerna.

Swedish Elite Football (SEF) is the league organization for the clubs in Allsvenskan and Superettan. SEF’s role is to create strong league-common values that will support the development of the clubs and now the leagues visual identity changes.