Liga ženStep into the light of the game.

AI-assisted visual: four young players in league kits laugh together on the grass at sunset under stadium floodlights.

At a glance

Design thinking
The league’s rank is built into its name, with a crown in place of the háček on the Ž.
Problem
One sign had to work from a pitchside board to a scarf and still read as women’s football at a glance.
Approach
We sketched the Ž and the L as a sign rather than lettering, then shaped it like a floodlight beam.
Outcome
Our tender entry was a full identity concept with AI-assisted visuals. It was not adopted.
Role
Lucie as design and project lead, on Flygen’s tender entry for STES, which runs marketing for the Czech FA.
What we designed
  • Logo design
  • Visual identity
  • Motion design
  • Campaign
  • Signage / Environmental
  • Merchandise
Platforms
  • Identity and symbol
  • Stadium and outdoor
  • Merchandise
  • Motion

A Ž and an L that read as a player on the move.

The letters are drawn as a sign rather than as lettering, so they can stand alone on a scarf or a screen where a wordmark would be lost.

A grid of fourteen Ž and L sketches in purple, yellow, lilac and sand, some with a ball, some with a crown.
The symbol in white on deep purple: a sliced italic L with a crown at its top.

The slant comes from a stadium floodlight beam.

So the mark holds the moment a player steps out of the tunnel and into the light. The hero line says the same thing, Vstup do světla hry.

AI-assisted visual: a player in a lilac hoodie printed with purple beams looks back from a stadium tunnel.

A crown for the highest stage of women’s football.

The crown replaces the háček on the Ž, so the league’s rank is built into its own name instead of being added as a badge.

Liga Ženy in sliced italic capitals on lilac, a crown in place of the háček on Ž.
Liga Ženy set on two lines in sliced italic capitals on lilac.
Fortuna in yellow beside Liga in lilac sliced capitals, a crown over the í, on deep purple.
Fortuna in yellow above Liga in white sliced capitals, a yellow crown over the í, on deep purple.
  • League Purple#350975
  • Victory Violet#DA95F6
  • Spotlight Yellow#FFFF2B
  • Clean Field#FFFFFF

Motion built on the pace of play.

The slant and the curves are taken from how players actually move, so the sign always looks caught mid-action rather than standing still.

Motion storyboard in six panels: genesis, the logo build, the sweep, matchday broadcast graphics, social and vertical media, and stadium screens.

The posters call the players new icons.

AI-assisted outdoor wall at dusk: purple and yellow posters with 1 Liga Žen, players in league kits and Nové ikony.
AI-assisted outdoor wall at dusk: purple, lilac and cream posters with 1 Liga Žen, players and Nové ikony.
AI-assisted visual: a Fortuna Liga pitchside board in yellow and lilac on purple, a player blurred in the foreground.
AI-assisted visual: a team in purple lifts the trophy beneath a purple and yellow champions’ arch and podium.
AI-assisted visual: four young players in league kits laugh together on the grass at sunset under stadium floodlights.

On a scarf, the symbol stands on its own.

AI-assisted still life: two lilac and purple scarves with the symbol, and a white ball swirled with purple.
AI-assisted collection: scarves, a shirt, bucket hat and tote bag, a bomber jacket with yellow beams, hoodies and a cap.
AI-assisted trophy: a gold ribbon rising into an L that holds a ball, on a base engraved 1. Liga žen.
AI-assisted still life of league jewellery on concrete plinths: crowned Z and L pendants, rings and bracelets.

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