AFL:

Re-branding the quintessential Aussie sport.

In the 1990’s the VFL (Victorian Football League) was in crisis and dangerously close to collapsing. A new corporate structure was created with a national sense of purpose, and a new identity created.

The iconic design blends proud tradition with modern attitude, mirroring the sport’s physical traits and personality. The design unites the symbols of the goal posts within the iconic football shape. The heroic letterform conveys an aesthetic precision.

Creative Idea - Our national game

The identity gave the Aussie Rules code a confidence and distinction. It is instantly recognisable in the sporting marketplace and acts as a corporate benchmark for anything associated with the game – at fan, club, community and corporate levels.