A new game plan

Start was approached by the Arabian Gulf League (AGL) to reposition and redesign its brand and identity so that it would amply reflect what is the elite professional football club competition of the United Arab Emirates.

Our new Arabian Gulf League branding is instantly recognizable, with the new football logo referencing Arabic geometry to reinforce not just football, but UAE football at the top of its game. A full spectrum of colours is suggestive of a festival of football, as diverse and inclusive as the UAE, representing all 14 member clubs, the elite players and loyal fans around the world.