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“The Elephant in the Room”

(Est. 1996) “The Thai League, commonly known as the T1, is a Thai professional league for Football Association of Thailand clubs. At the top of the Thai football league system, it is the country’s premier football competition. Contested by 18 clubs, it operates on a system of promotion and relegation with Thai League 2. The Thai League is a corporation in which the 18 member clubs act as shareholders. Seasons run from March to October, with teams playing 34 games each with a total of 306 games in the season. It is sponsored by Toyota and therefore officially known as the Toyota Thai League. In the Thai League, most of the games are played during Saturdays and Sundays, with a few games played during the weekdays.” (Wikipedia)

Design by
Farmgroup (Bangkok)

Related links
Farmgroup project page

Relevant quote
For centuries the elephant has been an icon of Thai society. Used in both industry and war, it is a time tested symbol of strength and intelligence for the Thai people. Our hope was to convey the main traits of an elephant in a simple and convincing way. In combination with the letter “T” we wanted a lettermark that would give the league an identity and establish a foundation for the brand over time.

To give life to the expression of the brand, we’ve created a set of graphic devices. Three variations that can be extended and evolved further. Each design has its roots in traditional Thai motifs—Kranok Sam Tua, Pra Jum Yarm and Pum Song Khao Bin Tha, which have been modernized. Infused with color and imagery, they can suggest dynamism, energy and movement.

The typeface is also custom to the league. The slant ending of the stems, crossbars and terminals in the letters mirrors the sharp cuts and hooks in Thai League signature graphic and lettermark.

Images (opinion after)

New Logo and Identity for Thai League by Farmgroup
Logo evolution.
New Logo and Identity for Thai League by Farmgroup
Icon.
New Logo and Identity for Thai League by Farmgroup
Icon animation.
New Logo and Identity for Thai League by Farmgroup
Sub-brands.
New Logo and Identity for Thai League by Farmgroup
Custom type family.
New Logo and Identity for Thai League by Farmgroup
Type and image treatments.
New Logo and Identity for Thai League by Farmgroup


New Logo and Identity for Thai League by Farmgroup


New Logo and Identity for Thai League by Farmgroup


New Logo and Identity for Thai League by Farmgroup
Broadcast graphics.
Identity introduction.

Opinion
The old logo was dull, literal, and way too much about the sponsor, Toyota. The new logo maintains pretty much the same size relationship among the elements but manages to transfer the priority to the new icon while keeping the Toyota wordmark in check. At first, I only saw a weird “t” with a ball coming out of it in the icon and I wondered what elephants had to do with anything but then I was all like and I saw the elephant with the tusk and the trunk and the eye and it made me happy. Now all I can see is the elephant. It’s not the greatest looking icon — the gradient tusk kind of kills it for me — but it’s culturally relevant and gives the league something of their own, beyond the Toyota sponsorship. The custom font, although visually tied to their written alphabet, ends up coming across as another spiky sports font but it works. Overall, this has given the league a good sense of excitement.