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Umpires' Go Orange
“Umpires’ Go Orange”
AFLUA Chief Executive Officer Rob Anderson today announced a major re-branding of the AFL Umpires’ Association.
The re-branding process, that will take effect immediately, is outlined below.
The Logo
The logo is a silhouette of an umpire’s hand raising the football prior to the start of the Game.
“The image is both unique and symbolic,” said Anderson.
“The underlying message is that “the Game does not start without the umpire” and goes to highlighting the intrinsic and essential nature of the role of the umpire.”
The Colour Scheme
The new logo colour is Orange, reflecting a distinct message.
“The colour is primarily derived from our genuine commitment to cultural change and linked with a global program which focuses on living in harmony, through tolerance and acceptance,” said Anderson.
“Orange is a colour that is not present in any AFL Club’s official colour schemes and therefore further enables us to demonstrate our independence.
“Additionally orange is a distinctive and modern colour which reflects the contemporary approach of our organisation,” said Anderson.
The Brand
The brand is “AFLUA, the Mark of Integrity”.
A sub-theme of the re-branding process is the reaffirmation of the organisation’s value-system, which is a commitment to fostering the core value of Integrity.
“We consider the value of integrity to be the embodiment of our philosophical understanding of the nature and conduct of the function of the umpire,” said Anderson.
“Our understanding has us appreciate the on-field application of this notion as well as the off-field implication of the umpire as ambassador of the AFLUA, Umpiring and the Game.”
The Umpires’ Association also believes the “integrity” branding also offers value in the commercial sector.
“Whist it is not yet fully understood by the industry and commercial world, there is inherent value in umpires from a commercial perspective.
“As outlined, an association with the AFLUA as a mark of integrity would be of immense value to a global commercial world that is struggling to come to terms with issues of corporate governance and value systems,” concluded Anderson.
The AFLUA wishes to acknowledge the design service of Vanzella Graphic Design.
I think that this is a great move by the umpires.
“Umpires’ Go Orange”
AFLUA Chief Executive Officer Rob Anderson today announced a major re-branding of the AFL Umpires’ Association.
The re-branding process, that will take effect immediately, is outlined below.
The Logo
The logo is a silhouette of an umpire’s hand raising the football prior to the start of the Game.
“The image is both unique and symbolic,” said Anderson.
“The underlying message is that “the Game does not start without the umpire” and goes to highlighting the intrinsic and essential nature of the role of the umpire.”
The Colour Scheme
The new logo colour is Orange, reflecting a distinct message.
“The colour is primarily derived from our genuine commitment to cultural change and linked with a global program which focuses on living in harmony, through tolerance and acceptance,” said Anderson.
“Orange is a colour that is not present in any AFL Club’s official colour schemes and therefore further enables us to demonstrate our independence.
“Additionally orange is a distinctive and modern colour which reflects the contemporary approach of our organisation,” said Anderson.
The Brand
The brand is “AFLUA, the Mark of Integrity”.
A sub-theme of the re-branding process is the reaffirmation of the organisation’s value-system, which is a commitment to fostering the core value of Integrity.
“We consider the value of integrity to be the embodiment of our philosophical understanding of the nature and conduct of the function of the umpire,” said Anderson.
“Our understanding has us appreciate the on-field application of this notion as well as the off-field implication of the umpire as ambassador of the AFLUA, Umpiring and the Game.”
The Umpires’ Association also believes the “integrity” branding also offers value in the commercial sector.
“Whist it is not yet fully understood by the industry and commercial world, there is inherent value in umpires from a commercial perspective.
“As outlined, an association with the AFLUA as a mark of integrity would be of immense value to a global commercial world that is struggling to come to terms with issues of corporate governance and value systems,” concluded Anderson.
The AFLUA wishes to acknowledge the design service of Vanzella Graphic Design.
I think that this is a great move by the umpires.





