‘Expressive, adaptable, and enduring’: Adelaide Football Club unveils new brand identity, via Fuller
The Adelaide Football Club has looked to its history to revitalise its brand identity for modern audiences, via indie brand creative agency, Fuller.
The club’s new brand contains bespoke font, unified style elements and a reworked logo that all consolidate into a new visual identity that honours the club’s past.
The redesign’s main component is the minimalist, three-colour winged ‘swooping crow’ symbol that references the club’s original logo from 1990. The crow’s wing shape was inspired by South Australia.
The logo’s colours – gold, red and navy – were also given new life as a reference to the southern state’s “colours and the original guernsey”.
In terms of font, the brand identity’s bespoke NinetySeven typeface blends “traditional hand-painted Australian Rules Football lettering” with the crow’s straight-lined, sharp form.
“As a national agency, proudly founded in South Australia, many of our team are passionate supporters—we know how much this brand means to people across the state,” said managing director of Fuller, Will Fuller.
“The Crows belong to a unique group of AFL clubs created to represent an entire state, not just a small area—they are the Pride of South Australia.
“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.
“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.”
To ensure that the new brand identity was relevant and would resonate with the club’s fans, Fuller undertook a consultation project, consisting of surveys, focus groups, brand workshops and presentations, to gather the right data.
“We 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.”
Apart from the work that went into updating the brand, Fuller created a set of videos that celebrate the football club’s new era. A brand film that uses “playing vision and Crows fans” was included in the set as another connection to South Australia and the Adelaide Football Club’s story.
“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,” commented Tim Silvers, chief executive officer of the Adelaide Football Club.
“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.”
Fuller’s work with the Adelaide Football Club is not the first piece of brand work it has done in 2024. The agency worked with Lippincott – an international agency – to produce “the new Adelaide University brand”. It also worked on Morphetville’s and Wine Australia’s rebrands.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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