The Adelaide Football Club has revealed a reimagined brand identity, crafted by independent creative agency Fuller, aiming to inspire a new generation of South Australian football fans.
This refreshed identity includes a redesigned logo, unified design elements, and a custom font. It blends the legacy of South Australia’s first AFL team with a forward-looking aesthetic, offering the versatility required by a modern sporting organization.
Fuller’s managing director, Will Fuller, emphasized the significance of the project.
“As a national agency with South Australian roots, many of us are passionate supporters and understand how deeply this brand resonates with people across the state,” Fuller said.
“The Crows represent all of South Australia, not just a local area—they truly are the Pride of South Australia.
“‘Made from South Australia’ is a simple yet powerful statement that captures the club’s deep ties to the state, reflected in its name, colours, and symbols.
“We aimed to honour this pride while creating a brand that is expressive, adaptable, and enduring.”
Central to the redesign is the revival of the iconic ‘swooping crow’ from the original 1990 logo, now reimagined with a sleek, minimalist approach. The crow’s tri-colour wing, inspired by South Australia’s shape, underscores the club’s strong connection to its roots.
The Adelaide Football Club has updated its core colors to align more closely with South Australia’s state colors and the original guernsey design, incorporating a deeper navy, brighter red, and richer gold.
A custom typeface, NinetySeven, was also introduced as part of the rebrand. This font pays homage to the club’s first premiership and blends traditional hand-painted Australian Rules Football lettering with sharp, angular elements inspired by the crow’s assertive style.
To ensure the rebrand resonated deeply with its fan base, Fuller conducted an extensive consultation process. This included brand workshops, focus groups, presentations, and surveys, engaging over a thousand stakeholders.
“We involved players from all three teams, staff, former players, and fans from both South Australia and interstate at every stage,” said Fuller. “Their feedback was instrumental, and their voices are reflected throughout the brand messaging.”
To celebrate the club’s new identity, Fuller created a series of videos, including a brand film that highlights the team’s rich heritage and deep connection to the South Australian community.
Adelaide Football Club CEO Tim Silvers praised the collaboration between the agency and the club, emphasizing its importance in achieving the rebrand’s success.
Adelaide Football Club CEO Tim Silvers commended Fuller for their understanding and dedication throughout the rebranding process.
“The team at Fuller shares our passion for South Australia and, from the very beginning, they understood who we are and what we wanted to achieve,” Silvers said.
“Their creative and thorough approach, combined with their exceptional effort, gave us confidence at every stage—from consultation and design to the final rollout.
“This was crucial given the intense scrutiny our club and the football industry face. We are incredibly proud of the outcome.”
The rebranding caps off a milestone year for Fuller. In 2024, the independent creative agency partnered with global agency Lippincott to provide local insights, creative support, and rollout services—including film, print, and photography—for the new Adelaide University brand.
Additionally, Fuller spearheaded the strategy, identity design, and research for the rebrands of Wine Australia and Morphettville, further solidifying their reputation for excellence in creative branding.
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