Bond, a Helsinki-based design studio, has rebranded Finland's top football league, Veikkausliiga, with a bespoke typeface called Scarf Gothic, inspired by the movement of fan scarves. The design emphasizes emotion, unity, and pride, aiming to resonate with passionate fans while maintaining legibility and a modern aesthetic. The overall brand identity reflects the emotional spectrum of football fandom, creating a connection between fans and teams without relying on nostalgia.