With the spectacular achievements of recent years, Iceland's national team has attracted the attention of the world. Thanks to a strong team spirit and the relentless support of the nation, we have demonstrated that we can stand equal to any team.
We have played on our strengths and learnt from our sweet victories and bitter defeats, which have shaped our values. These elements have inspired us to create a new look, which simultaneously symbolises our Icelandic heritage, history and team spirit.
Together we begin this next chapter — for Iceland.
Over the past quarter of a century, the symbol of the national team has been composed of the initials of the Football Association of Iceland (KSÍ) along with a ball and Icelandic flag. This logo has been used both for the association and the national team of Iceland. As the activities of the association have developed and Iceland’s image has evolved and the national team’s achievements have increased, it has become increasingly difficult for the logo to fulfil this dual role. A need has arisen for a logo that can better encompass the fundamental values and essence of the team spirit – a passionate symbol of unity, which draws on our strengths, history and fighting spirit.
Iceland’s coat of arms, which was approved by presidential decree on the day the Republic was established in 1944, is one of Iceland’s most famous symbols.
The law states the following:
The Icelandic coat of arms shall be a crowned shield charged with the flag of Iceland. The bearers of the shield are the country's four familiar guardian spirits: a dragon, an eagle, a bull and a giant.
The guardian spirits are the supernatural beings who lived in the country and protected the island from afar when the first settlers arrived. The Icelandic Book of the Settlements describes how they were warned not to sail to the country with “gaping heads or grimacing symbols”, lest they should provoke the guardian spirits.
The new logo is a symbol of unfaltering solidarity, inspired by our heritage and formative history, which interweaves Iceland's guardian spirits in a modern way. Intricate but clear, it is founded on the previous coat of arms – but stands alone as a distinctive symbol of Iceland's national team
Modern trademarks need to be flexible and adaptable in a variety of ways. What makes the symbol even stronger is that the guardian spirits can stand alone to form a comprehensive framework in certain cases.
Traditionally, football logos are based on a shield. The tradition originates from a time when knights carried their coat of arms.
Our national teams’ logo does not refer to knightship but our history, nature and heritage.
It is clear that the look and framework of the national teams will undergo dramatic changes over the next quarters. In the coming months, KSÍ will introduce a new image, which will gradually be applied to all areas of contact. Particular mention should be made to the national team's new outfit from PUMA which will feature the guardian spirits logo and will be formally presented at the end of August 2020.
To strengthen the trademark, a bespoke typeface was created, with unique lower case letters. The typeface draws inspiration from Icelandic crafts and the result is a distinctive blend of old traditions and modern styles. The font will play a key role in implanting our logo and image in the minds of people around the globe.
Head letters — Icelandic wood carving.
This extensive project is the result of detailed analysis and strategy making by KSÍ which involved, among other things, UEFA consultants in the process. By having two distinctive trademarks, we further strengthen and enhance the images of the association and the national team.
As before, the association will play a leading role in offering educational and supportive development work within a professional and progressive framework, which will form a strong organizational whole. The guardian spirits of the national team symbolise the team spirit and create a unique brand which upholds our values and history.
Art Direction & Design: Brandenburg
Photos for PUMA: Svenni Speight
Director: Hannes Þór Halldórsson
Narrator: Hera Hilmar
Composer: Pétur Jónsson
Illustrator: Ásgeir Jón Ásgeirsson
© 2020 KSÍ Knattspyrnusamband Íslands