The Beginning...
On 17th December 1994, the Singapore national soccer team (or the Lions, as they are affectionately known to the fans) captured the coveted Malaysia Cup after a lapse of 14 years. An 80,000 crowd was at the Shah Alam Stadium to witness the event, as a hat trick from Abbas Saad and a goal from Fandi Ahmad enabled the Lions to beat Pahang 4-0. In February 1995, however, the ecstasy was over. The Football Association of Singapore (FAS) made the shocking but necessary decision by announcing its intention to pull out from the Malaysia Cup competition, thus ending its 75-years association with what has been the focal point of soccer fans from both sides of the Causeway. Shortly after the decision, the FAS set up a task force led by former national team manager Patrick Ang to study the feasibility of setting up a professional football league in Singapore. In less than a year, the task force released its blueprint for the new league, in which they envisioned a start of eight teams, each based in a regional stadium. The FAS accepted the recommendations of the Task Force Committee and within the short space of four months, a company was formed to put the plans into action. That company is Singapore Professional Football League Private Limited. Mr Kwek Leng Joo, a well known local businessman and the then national coach Mr. Douglas Moore were appointed respectively as the Chairman of the S.League's Board of Directors and the Chief Executive Officer.
Official Launch of S.League
A date to be remembered, for the S.League was officially launched by the Prime Minister, Mr. Goh Chok Tong at the Kallang National Stadium. A joyous crowd of 55,000 witnessed this historic event in Singapore soccer. A friendly match between a S.League All-Star selection and the Thai national team was held to commemorate the event. The Thais won the match on penalty shoot-out after the game had ended in a 1-1 draw, with V. Sundramoorthy scoring for the S.League selection and Kiatisuk Senamuang replying for the Thais. The new league was now ready to spread its wings, with the eight teams eager to bid for the inaugural league title. The eight teams --- Balestier Central FC, Geylang United FC, Police FC, Sembawang Rangers FC, Singapore Armed Forces FC, Tampines Rovers FC, Tiong Bahru United FC, Woodlands Wellington FC --- were to compete in a two series competition (Tiger Beer Series and Pioneer Series). A finale match between the winners of the two series will then decide the eventual champion.
LOGO RATIONALE
The type-style for the S-League logo is a unique type-face design, crafted specifically for the Singapore Professional Football League Pte Ltd.
The type-face design embodies the contemporary characteristics of a 'San Serif' font but with added movement through slanted cuts to the characters. This is designed to convey a sense of fast action and speed, particularly so in the character 'S' and those which interlock. The dot which separates the initial from the word 'LEAGUE' is representative of a sphere or ball.
In its entirety, the word is crafted to convey hard-edged professional sport through cohesive interlocking shapes and slanted characters, embodying the best characteristics of both a 'San Serif' font and an italicised Font combined into one type-style.