AFL
With the arrival of new leadership, we were invited to rethink the identity of AFL // Associação de Futebol de Lisboa and give visual expression to a new chapter.
The challenge was to create a more open and inclusive brand for an association that represents and supports every football club across Greater Lisbon. From the largest institutions to the smallest local teams, with balance, impartiality, and a shared commitment to the Game.
AGENCY + CLIENT
TYPE OF WORK
Graphic Design
Branding
Web Design
Editorial Design
DATE
2026
SITE
BE
At the heart of Lisbon football is a place where every club must have a voice.
From the largest institutions to the smallest local clubs, AFL exists to represent them with the same openness, balance, and impartiality.
Every club belongs at the centre of the game.
DO
We built the new identity around the centre line of the football pitch.
A visual metaphor for balance, connection, and AFL’s role at the heart of the game.From this concept came the claim No Centro do Jogo and a dynamic graphic language shaped by the energy, movement, and rhythm of football.
We extended the identity across a complete stationery system, key brand touchpoints, and the official website. The essential connection between the Association and its clubs.
HAVE
A distinctive and aspirational identity that marks a new era for AFL.
A dynamic, contemporary brand designed to inspire pride across Lisbon football and make every club, large or small, feel equally represented.
With its new website as a central point of connection, AFL now stands exactly where it belongs:No Centro do Jogo.
Website
