A new game plan

Start Design was approached by the Arabian Gulf League (AGL) to reposition its brand and create a new visual identity to reflect the elite and modern professional football club competition it had become.
The bold, new AGL branding is instantly recognisable, incorporating the dynamic football logo with references to traditional Arabic geometry.
The full spectrum of colours is suggestive of a festival - a festival of football - as diverse and inclusive as the UAE itself, and representative of all 14 member clubs, the elite players, and their loyal fans around the world.