Image Credit: Lions City Sailors FC
The spirit of youth's energy in the realm of sports, such as football, is nothing short of magical and empowering to behold. It's in their fiery passion that we witness the true essence of vitality and determination. As we watch children play their hearts out during matches, or even reminisce about our days competing at our school’s sports days or national youth football tournaments, there is always this undeniable vibrancy that the youth bring to the scene, infusing every moment with an electrifying fervour.
“Witnessing the youth’s spirited performances is a reminder of the boundless potential that resides within each of them, a testament to the transformative power of passion and perseverance.”
From my very first meeting with Lion City Sailors FC, this message of enthusiasm and passionate zeal was what I wanted to convey when they approached me to create the logo for PUMA Youth Champions League, a new premier regional youth football league attracting elite youth teams from all across South East Asia.
Since their rebrand from Home United FC and re-entering the scene in 2020, Lion City Sailors (LCS) had already made their mark in Singapore’s professional football scene in a matter of a few years as a top-tier football club to look out for. Following their establishment of the LCS Football Academy, they intended to carry on this image of excellence and professionalism into their young talents, and thus in their conceptualisation and plan for the Youth Champions League (YCL) as well. With its vision to become a major elite football tournament, everything about the logo and visual identity for YCL had to be done right so as to successfully kickstart a new era for Southeast Asia’s youth football scene.
Besides that, with the intention for YCL to continue being the top football tournaments for youths in Singapore and beyond over many years (and even decades), it was evident from the outset that the design I embarked on for the logo would be classic and timeless.
“It was this idea where I hoped kids passionate about football would see this logo on a banner in a few years or so, recognizing it as THE premier tournament they aspire to play in, and working hard towards that dream.”
James Tan, studiojemas
Image Credit: PUMA Youth Champions League (Facebook)
Capturing the fiery spirit of the young football players and a timeless overall look would thus be the inspiration for the logo that would herald the beginning for PUMA Youth Champions League. Consisting of an abstract representation of a football being kicked and soaring into the air, whilst exuding a similarity in appearance to the shape of the letter “Y”, this symbol, emblazoned within a circular rim was ultimately chosen as the winning logo among 5 different concepts presented to LCS.
The decision to maintain a level of abstractness for the YCL logo was on one hand, to keep the design simple and easy-to-recognize, whilst still stirring intrigue when viewing the logo. Essentially, it was the idea of a clean and sleek symbol that was also able to embody bolder meanings and values about youth football. Having a professional and refined look and feel was essential, but being able to have the “Y” within the circle subtly represent the legs of a player kicking the ball into the air definitely helped in elevating and adding depth to the logo mark.
“Essentially, it was the idea of a clean and sleek symbol that could also embody bolder meanings and values about the spirit of youth football.”
Besides that, there was the opportunity for YCL’s logo itself to be used as the very design for the league’s trophy or medals given its circular sleek appearance. As such, a beveled 3-dimensional style was applied to the logo to project this unique idea while further helping the logo visually stand out from any background it was on.
With regards to the colour scheme for YCL’s visual identity, an emphasis on the use of gold as the primary colour (and black and white as secondary) was chosen. The colour gold is inherently associated with excellence due to its lustrous and radiant qualities. Its shimmering brilliance symbolizes the highest standards of quality and success while embodying the essence of prestige. This alone made it a fitting representation for YCL’s mission and vision. Additionally, it was mentioned by LCS that it would be better to steer clear of colours associated with their own club (blue and yellow) given YCL’s intention to be an impartial professional league welcoming to football teams and clubs from all over. Hence, gold was ultimately selected as the best colour choice to encapsulate all that YCL represented. (Gold definitely looked good as well whether it be on a white or black background.)
Accompanying the logo was the title of YCL, in various lockups, rendered in a BD Nippori font. Designed by Lopetz, this uppercase display font was chosen as the primary typeface for YCL’s logo and wordmarks. The imposing cuts made to the letters and its sharp edges added a sense of energy, boldness and strength to the visual identity for YCL.
Upon completion of this design project, preparations for the inaugural edition of PUMA Youth Champions League kicked into high gear. Pitch side boards of YCL’s logo accompanied by the logos of its sponsors (e.g. PUMA) as well as banners showcasing YCL’s symbol were displayed all around the venues where the league would be held. A promotional online video for YCL and its accompanying press release officially marked the dawn of the new premier youth football league for the region.
Image Credit: PUMA Youth Champions League (Facebook)
Commencing in September 2022, the inaugural tournament featured Singapore’s top teams across 6 age groups, with a total of 360 games played throughout the year. A consistent media presence for YCL was also adopted, with the tournament owning its own social media assets that will be populated with content across the year. One could see from the videos on YCL’s official Instagram account that the youth players of various age groups fervently played their hearts out every single match as they battled for island-wide supremacy. The fiery spirit during the matches and the passionate cheers in every goal celebration serve as a living testament to the essence of the football league’s logo, and embodies the very spirit that the league seeks to foster.
“What I like about the PUMA Youth Champions League is how it’s a really competitive league and also a really fun league too!”
Morrie, Euro Soccer Academy
Source: Instagram (youthchampionsleague.sg)
As the first season drew to a close, it was undeniable that YCL showcased the very best of youth football. The unwavering enthusiasm and zest for excellence amongst these players served as a beacon of inspiration for other aspiring youths who witnessed their endeavours. Their youthful exuberance never failed to ignite a spark that could light up whichever venue they were playing at, creating an atmosphere charged with excitement and anticipation.
At the awards ceremony for the inaugural season’s champion teams, with hearts pounding with excitement and eyes sparkling with pride, the youthful football players hoisted their gleaming champions' trophy high into the air. In this moment of pure triumph, every player's smile illuminated the evening sky, a testament to their hard work, dedication, and unyielding spirit throughout the inaugural football league season. This particular spectacle of unity, passion, and unwavering determination was befitting of the very logo and name of YCL that was proudly displayed on the large board they were standing behind. These were YCL’s First Youth Champions. And of course, to many more.
Image Credit: PUMA Youth Champions League (Facebook)
New Logo
PUMA Youth Champions League
2022