Pokalen

The Danish National Cup – Pokalen – is an open cup tournament where all adult teams are eligible to enter. Since 1954, the cup has provided fans with countless hours of hope and excitement – and will for generations to come…

Since 1954, Landspokalturneringen has provided Danish footballers with the one thing they crave the most. A plausible dream to strive for. Through the mechanics of a classic knock-out competition, teams from lower tiers have the opportunity to make it all the way to the final, facing top-tier pro teams along the way.

The tournament has historically taken on the name of the main sponsor and has carried sponsorships from brands such as DONG (Ørsted), Compaq, Ekstra Bladet, and most recently Sydbank. For the 2022 season, however, there was no longer a main sponsor, and Pokalturneringen needed an identity that would help elevate the entire experience, across everything from on-screen graphics to social media assets.

Pokalen, as it is already known to footballers, became the official name, and to support it we came up with a graphic language inspired by the nature of the tournament - the cup structure, and the ceremonial design of the winner’s podium. A distinct color scheme helps set the tone for a brand refresh that is easily recognizable, and one that can be built on over the coming years. The graphics and animated language have enough character in themselves, to be able to carry color inputs from future sponsors, should it become relevant.