LFF | National Team Rebrand

The Brief

"Prior to 2019, Lithuania faced challenges such as poor spectator figures, limited investment in the sport, and a legacy of corporate corruption.

So as part of Lithuania's football rejuvenation, we were asked to develop new brand identities for both their football federation and national team.

The Work

We wanted to help shift the national psyche, positioning the National Team and Football Federation as a symbol of Lithuanian pride.

Inspired by Lithuania's coat of arms, known as 'Vytis', we integrated this iconic symbol into the team's identity. Our minimalist interpretation of Vytis, reflecting angular Lithuanian architecture, became the national crest.

We crafted a unique Lithuanian shield to symbolise the Federation's role in safeguarding football. Angular LFF lettering reinforced this connection while ensuring a distinctive and ownable design.