News AFL Logo to be redesigned

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craegus

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The Score: AFL to invest six-figure sum as search for new logo begins
JUNE 05, 2019
Get ready for a new look. Picture: AAP Images

One of the last bastions of tradition at the AFL is set for a makeover.

The league’s logo which has been around since the turn of the century is undergoing a facelift.

A team of designers have been engaged by the AFL to come up with ideas on how to modernise the logo.

And as we know with these sorts of consulting arrangements they don’t come cheap with industry sources suggesting it would cost a tidy six-figure sum.

The theory behind the move is that given how much the business has grown over the past two decades, the logo should also move with the times.

It’s believed one of the main options being considered is to have the ability to add flexibility to the logo so the colours can be changed according to the circumstances.

For example with the league now having competitions such as AFLW and AFLX, a logo could be designed to represent these modern additions.

Get ready for a new look. Picture: AAP Images

Changing logos can be dangerous territory with several clubs over the journey dipping their toes into the modern age and getting torched.

The NRL introduced a new logo for this season after a two-year extensive research and consultation process which included engaging key stakeholders, fans, clubs and the media.
 

magpienato

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The Score: AFL to invest six-figure sum as search for new logo begins
JUNE 05, 2019
Get ready for a new look. Picture: AAP Images

One of the last bastions of tradition at the AFL is set for a makeover.

The league’s logo which has been around since the turn of the century is undergoing a facelift.

A team of designers have been engaged by the AFL to come up with ideas on how to modernise the logo.

And as we know with these sorts of consulting arrangements they don’t come cheap with industry sources suggesting it would cost a tidy six-figure sum.

The theory behind the move is that given how much the business has grown over the past two decades, the logo should also move with the times.

It’s believed one of the main options being considered is to have the ability to add flexibility to the logo so the colours can be changed according to the circumstances.

For example with the league now having competitions such as AFLW and AFLX, a logo could be designed to represent these modern additions.

Get ready for a new look. Picture: AAP Images

Changing logos can be dangerous territory with several clubs over the journey dipping their toes into the modern age and getting torched.

The NRL introduced a new logo for this season after a two-year extensive research and consultation process which included engaging key stakeholders, fans, clubs and the media.
 

magpienato

The Swooping Magpie
Oct 27, 2016
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If it aint broke don't fix it if im gonna be honest. A minor change such as font change would be nice but it's one of the most unique and iconic logos in the sports world, sets us apart from all the shields and overly minimalist logos out there.
afl new logo.png
 

SparkleNarkle

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Great news, while I like the current logo and it's very sentimental for me given I've grown up with it, it's due for an update. I'm hoping that the colours will be changed to suit each teams jumper, the same way they are on NRL jerseys

Screen Shot 2019-06-05 at 10.15.21 pm.png


Even if the update is as simple as a minor change to the shape of the logo and a font change so it fits within the circle and can be used as an outline (or as a clearer outline that it is now), it would be great
 

Blackhawk42

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Desperately needed! The current one is so outdated. Something minimalist incoming to keep up with the trends I would suggest.
 

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Tandy

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Oct 6, 2017
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The chevrons in the NRL logo could continue to on to the outside by rights. But I like it. AFL shouldn't go that minimilistic but I'm excited to see what might be on the table
 

Gibbsy

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Desperately needed! The current one is so outdated. Something minimalist incoming to keep up with the trends I would suggest.
Minimalism has been popular for a fair few years now. If you chase current trends you end up becoming outdated pretty quickly.

The current logo is actually doing a fine job.

People forget that it had initially had a silver gradient style oval rather than white, and darker red depth lines on the inner oval, but this was only used online and in some print formats but not on the guernseys or playing fields.

After a couple of years the more complicated version of the logo was turfed.
 

Royces Hart

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I generally despise all things AFL HQ but the current logo does the job well, looks brilliant on guernseys and that’s my main consideration. Can’t shake the feeling that they will balls this up and we we will end up with something that doesn’t fit.

And lol at having something that can incorporate AFLX. Just **** that **** off now.
 

ashley12

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Having coloured logos for each team like the A-League would be cool but really don't see the need to change it. All the problems in the game at the moment and we want to spend 6 figures on changing a logo.

Pathetic
 

Blackhawk42

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Minimalism has been popular for a fair few years now. If you chase current trends you end up becoming outdated pretty quickly.

The current logo is actually doing a fine job.

People forget that it had initially had a silver gradient style oval rather than white, and darker red depth lines on the inner oval, but this was only used online and in some print formats but not on the guernseys or playing fields.

After a couple of years the more complicated version of the logo was turfed.
Minimalism has a more timeless quality IMO. The current logo LOOKS like something from the late 90's/early 2000's (which it is), which was an era of soul patches, frosted tips, baggy pants and other embarrassingly dated trends.
 

Fizzler

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I generally despise all things AFL HQ but the current logo does the job well, looks brilliant on guernseys and that’s my main consideration. Can’t shake the feeling that they will balls this up and we we will end up with something that doesn’t fit.

And lol at having something that can incorporate AFLX. Just **** that **** off now.
It’ll probably be something where they can make a standardised branding for the season, finals, Grand Final, etc. and then they can make an AFLX logo as well.
 

Spanna_

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Jul 3, 2014
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A welcome change. Excited to see what they come up with.
 

Mero

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Jul 9, 2003
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I generally despise all things AFL HQ but the current logo does the job well, looks brilliant on guernseys and that’s my main consideration. Can’t shake the feeling that they will balls this up and we we will end up with something that doesn’t fit.

And lol at having something that can incorporate AFLX. Just **** that **** off now.
Ballsing it up is about as likely as the sun coming up in the morning, in the East.
 

demon_spud

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Mar 8, 2011
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Anyone know the link to the logo patent site?
I remember when the doggies rebranded theirs it was already patented a year before release.

And it was shared here.

This could already be done.

Ed note: will search later when on a pc later as I know this forum has a search function...
 

The Victorian

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Oct 23, 2018
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It could be all this work for just bolder colours or little change like updating the font?

I love the current logo and would hate for it to change.
 
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