Women’s football is opening a new chapter in England with the launch of a new visual identity to support the Women’s Super League.

Created by Anomaly, the new visual identity comes in the midst of the launch of the new company and league names for the women’s professional game.

From today, Women’s Super League Football (WSL Football) becomes the name of the independent company overseeing the top tiers of women’s professional football following a formal change from WPLL.

In addition, the Barclays Women’s Championship will become the Barclays Women’s Super League 2 (Barclays WSL2) from the 2025/26 season whilst the top tier of the competition, the Barclays Women’s Super League (Barclays WSL), will remain the same to bring both league names under one Women’s Super League Football umbrella.

This weekend, Chelsea made history by becoming the first team in the Women’s Super League to complete an unbeaten 22-game season after beating Liverpool 1-0.

A new era for women’s football

WSL Football has launched a new brand identity rooted in the movement of female footballers. According to the team, the new identity ‘signals the start of a new era and a dynamic new look for the women’s game.’

The visual identity developed with the creative agency Anomaly includes living emblems, colour systems and company words which have been inspired by on-pitch movement and insight garnered from EA Sports.

A new colour system has been launched to give each league its own distinct identity within a framework. The identities are designed to ‘capture the power and athleticism of the players and reflect the distinct nature of women's football today.’

A new WSL Football website will launch this summer, and the new look will be woven into all brand touchpoints over the coming months ahead of the 2025/26 season. These will include kit, footballs, stadiums and merchandise.

Ruth Hooper, CMO, WSL Football, explained: “Developing this new visual world with Anomaly has been a real labour of love. No one plays football like a female - it is our strength and the way players move is one element of what makes women’s football distinctive and special.

She continues: “As soon as this concept was brought to the table, we knew it was the right route, and we embraced it. It has taken months of work, and we have spoken to clubs, fans, players and partners who have all inputted during the process and been on this journey with us. There is a lot more in store over the coming months as we continue to grow the women’s game for the future.”

Clara Mulligan, Managing Partner and Head of Design at Anomaly, added: "As a long-time football fan, having the chance to create the future of women's football is the absolute brief of dreams and a career highlight.”

She continued: “The new brand identity is inspired by the athleticism and movement of female footballers - we've created a brand that is built for motion and captures the true spirit of the game. And we never would have got there without the close collaboration with the entire team at WSL Football, the support and guidance from the fans, players and clubs - and the heart and passion from everyone on the team."

Anomaly was appointed to the WSL account following a competitive pitch run by Creativebrief.