Canada’s New Professional Women’s Soccer League Launches Its Brand, Name and Logo at ESPNW

Women’s soccer in this country has achieved an important milestone with the much-anticipated launch of the name, brand, and logo for Canada’s first professional women’s soccer league at the ESPNW conference today in Toronto.

Diana Matheson, Canadian soccer legend, CEO and co-founder of Project 8, unveiled Northern Super League (NSL) /Super Ligue du Nord (SLN) as the league’s official name along with its brand identity. 

Developed in both English and French by global brand agency Broken Heart Love Affair, the branding represents the pride, bold confidence, and inclusivity of the NSL/SLN, while paying homage to Canada’s sporting history.

“The name captures the elite calibre of players that will fill the rosters while putting our stake in the ground as Canada’s home for the most beautiful game. We are proud today to launch a name that will instil pride in all those who play and love the game, and a brand that welcomes all who want to be a part of this exciting moment in Canadian sports history, as we take a big step toward our season opener in April 2025,” Diana said.  

The League’s brand mark is steeped in Canadian visual heritage, with bold yet simple linework that shares its DNA with early Canadian athletic graphic traditions popularised by Canadian modernists during the 1976 Montreal Olympics. The serpentine style font symbolises dynamic team play on the pitch. The four-pointed north star iconography signifies the league’s strength, values, and steadfast presence as a beacon for what sport can and should be in Canada, and beyond.  And the vibrant colour palette is inspired by the Aurora Borealis.

“It was an incredible honour for our team to work alongside Project 8 to shape this important brand, and we didn’t take lightly the responsibility we were given for capturing the true essence of its purpose and vision - from how the Northern Super League looks, and how it feels, to the message it sends to fans across Canada and around the world,” said Kristy Pleckaitis, SVP strategy at Broken Heart Love Affair.

The Northern Super League also announced its six founding clubs as Ottawa, Montreal, Halifax, Toronto, Calgary and Vancouver. The League’s founding corporate sponsors include Air Canada, Canadian Tire Corporation, CIBC and Door Dash.

Diana added, “After years without a professional women’s domestic soccer league, Northern Super League and its six founding clubs will fill a significant void in Canada and bring about meaningful change coast to coast to coast.”

A limited amount of Official Northern Super League gear, including stunning sweatshirts, hats and t-shirts are now available for fans to purchase at www.NSL.ca. Products are available in baby, youth and adult sizes with bilingual options.