For the top women’s soccer league, we created a bold new visual identity that immediately catches the eye with its controversial combination. It replaces the soft “I” with a hard “Y” in the name Fortuna LYGA.
Although the hard “Y” in the word LYGA may seem like a mistake at first glance, it has a solid foundation in our language. It stems from a basic rule of Czech grammar: subject-verb agreement. In Czech, the “Y” signifies the presence of women. And so it has become both a conceptual and graphic symbol of the entire rebranding.
We play with grammar at the brand level, not in everyday text. The word “LYGA” functions exclusively as a graphic element and logotype. In regular articles and texts, the word “liga” is still used in the traditional sense.
