New name and logo unveiled

The Football Association has unveiled the name and logo for the new semi-professional women’s football league that is launching in April 2011.

Having previously worked under the title of ‘The FA Women’s Super League’ since its formal announcement in March this year, it has been confirmed that, from today, the new league will be called The FA WSL.

The brand name and logo represents a new direction and feel for the elite league in women’s football. Julian Eccles, Group Director for Marketing and Communications at The FA, said of
the announcement: “We undertook an extensive process over the past six months that has led to The FA WSL name and accompanying logo unveiled today.
“The FA explored numerous names and
branding routes, all based on solid research around the women’s game. The main aim in this brand research was to find something that the key target audience - 9-15 year old girls - identified with.”

The FA WSL logo and brand identity were
developed by Corporate Edge, a leading branding agency responsible for creating brands including Travelodge, Aviva, Age UK and We are England for
Commonwealth Games England. Bridget Ruffell, Managing Partner at Corporate Edge, said: “This was a fantastic opportunity to develop an identity for a new league that could help to position women’s football as an
exciting, skilful and contemporary game to watch and compete in.”

The FA’s ambition is to create a semi-professional and commercially sustainable league at the top of women’s football in this country.

The FA want to ensure that England’s most talented players no longer have to move overseas to play competitive football.