The Adelaide Football Club has unveiled a reimagined brand identity developed by Adelaide-based independent creative agency Fuller Brand Communication.
This revitalised brand, which includes a redesigned logo, cohesive style elements, and a custom font, combines the legacy of South Australia’s first AFL team with a future-ready visual identity.
The core colours have also been refreshed to reflect South Australia’s state colours and the original guernsey, featuring a deeper navy, brighter red, and richer gold.
The custom NinetySeven typeface, a tribute to the club’s first premiership, combines traditional hand-painted Australian Rules Football lettering with sharp, angular forms.
At the heart of the redesign is the return of the iconic ‘swooping crow’ from the original 1990 logo, now reimagined with a bold, minimalist twist. The crow features a tri-color wing, inspired by the shape of South Australia.
To ensure the brand resonated across the fan base, Fuller led an extensive consultation process that included brand workshops, focus groups, presentations, and surveys.
Fuller Brand Communication’s MD Will Fuller said the agency engaged over a thousand stakeholders, from players across all three teams to staff, former players, and members and fans both in South Australia and interstate, involving them at every stage.
“Their feedback played a huge role, and their words can be seen throughout the brand messaging," he said.
Fuller also produced a suite of videos, including a brand film that includes playing vision and Crows fans to capture the club’s heritage and its connection to the South Australian community.
Fuller said the Crows belong to a unique group of AFL clubs created to represent an entire state, not just a small area.
“The statement ‘Made from South Australia’ is a simple but powerful expression of the deep connection between the state and the club, and speaks to the many elements that they share, including its name, its colours and its symbols," he said.
“This foundation is woven deeply into the club’s identity, and we wanted to develop a brand that honours this pride while also providing an expressive, adaptable, and enduring look.”
Adelaide Football Club CEO Tim Silvers said the alignment between the agency and club was central to the success of the new brand.
“The team at Fuller are as passionate about South Australia as we are and from the outset, they really understood what we were about and what we wanted to achieve,” Silvers said.
“Their creative, thorough approach and discretionary effort meant we had a high level of confidence throughout the process, from the consultation and design phases through to the rollout.
“This was so important given the intense scrutiny and attention our Club, and the football industry, receives. We are really proud of the finished product.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.