Football clubs are increasingly adopting custom typefaces to enhance their brand identity and emotional connection with fans. Unlike traditional crests, which have historically represented a club's heritage, custom typography serves as a powerful visual language that can convey a club's narrative across various platforms, fostering a deeper sense of belonging. This shift highlights the importance of design in modern football branding and the role of typography in expressing cultural identity.

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.