The Danish women’s football league has undergone a significant rebranding to enhance its visual identity and attract more attention to the sport. With women’s football experiencing a surge in popularity, projected to generate over €500 million annually by 2024, the Danish league aims to capitalize on this growth. Marie Greve, the director of the League Association, emphasizes the need to make elite women’s football appealing to sponsors and fans alike, prompting the decision to revamp its name and branding. The new branding effort, led by NORD ID, included a shift away from gendered terminology. The league’s previous title, “Women’s Division Association,” has been simplified to “the League Association,” while individual divisions are now referred to as “Division A,” “Division B,” and “Division C.” This change aims to position the league independently, distancing it from the men’s game and asserting its own identity. Frederik Sommer, COO at NORD ID, highlighted the importance of reframing the league to focus on the game itself, rather than the gender of its players. NORD ID also developed a new visual identity that reflects the passion of the sport. Inspired by the lines of the football pitch, a modular design system has been created, featuring a distinctive asterisk symbol. This design is complemented by a custom monospaced typeface developed with Danish designer Trine Rask, which will help maintain a consistent brand identity across various platforms, including websites and social media. The rebrand is now active, marking a fresh chapter for Danish women’s football.