Once again, Argentine football demonstrates that its only constant is change, and its visual identity is a living organism that never ceases to mutate. When it seemed the golden shield was settling in, 2026 brings a new and significant aesthetic break. The latest update to the Professional League's logo abandons the rigidity of the traditional shield in favor of a much more modern, digital, and iconographic design. The new design moves away from gold and embraces a palette of electric blues and cyan. The logo in effect from 2020 until the branding's closure in 2023 (and which continues with variations), returns to the traditional colors: gold (a symbol of prestige, perhaps of the World Cups) and sky blue and white. The intertwined 'LPF' letters in a rigid shield mark the end (for now) of this timeline. The 2009 logo, under the wing of Public TV, marks the beginning of 'Football for All'. Between 2015 and 2017, the logo adopted an irregular pentagon shape (similar to a baseball home plate or a simplified shield) with the legend 'First Division Championship', seeking a cleaner and less cluttered image. The brief 'Europeanization' of the Superliga. Perhaps the most drastic change on the list is observed in the 2017-2020 period. With the creation of the Argentine Football Superliga (SAF), an attempt was made to separate the tournament's management from the AFA's structure. The SAF logo broke with everything that came before: violet and magenta colors, abstract shapes in motion, and a modern typography. The memorable 'Iveco Bicentennial Tournament' is the graphic proof of an era where the main sponsor and the national anniversary dictated the championship's aesthetic. Between 2012 and 2014, with the 'Opening Tournament' and 'Closing Tournament' formats, a circular and bluish aesthetic was chosen, maintaining the AFA shield in the center. There, the AFA shield takes center stage on a dark background, symbolizing the nationalization of broadcasts. Commercial and political interference became more evident in the 2010-2011 cycle, where the naming of the tournaments became part of the logo. But the profound restructuring came with the controversial 30-team tournament. A recently viralized image highlights the brand instability of our First Division, showing seven different logos in a span of just 15 years (2008-2023). Unlike leagues like the Premier League or the Bundesliga, which maintain a strong corporate identity for decades, the graphic design of the local tournament has functioned as a thermometer of changes in leadership and rights holders. The end of an era and the birth of 'FFT'. The timeline begins in 2008, with the sober and golden aesthetic used by TyC Sports, a remnant of the era of pay-per-view football. The most outstanding feature is the change of focus: it is no longer the institution that is central, but the emotion. After the dissolution of the Superliga and the return of total control to Viamonte Street, the Professional League of Football (LPF) was born. It was an attempt to 'Europeanize' the product and sell it as an independent brand, in the style of the world's major leagues. The autonomy experiment was short-lived. Inside a rounded rectangle, the silhouette of a fan cheering and waving a flag becomes the heart of the brand. This change suggests an intention to connect with younger, more digital audiences, putting the incomparable passion of Argentine football as the main sales asset. However, the great break happens immediately after.
