New A-League logos

[dibo]

This has been mentioned in other threads, but it's still one of the more interesting things to happen in the league for a while!

http://www.a-league.com.au/article/...r-hyundai-a-league/1ps9b3d74ng0g1mkl12c13mm5c
FFA reveals new brand and logos for Hyundai A-League

Football Federation Australia has revealed a dynamic new look for the Hyundai A-League, Westfield W-League and Foxtel Y-League.
Tuesday, 24 January 2017 -
Staff writer

Football Federation Australia has revealed a dynamic new look which ties its professional leagues together – and introduces a first for sports branding in Australia.


The new logos are the latest innovation for the Hyundai A-League, Westfield W-League and Foxtel Y-League following a new six-year broadcast rights deal and the official recognition of football as Australia’s largest club-based participation sport. Extensive market research shows the design appeals to a wider audience, particularly families and children, in line with FFA’s long term strategy.

FFA chief executive David Gallop said the new logos would be used from the start of the 2017-18 seasons.

“The logo design is inspired by football’s three outstanding features – atmosphere, diversity and unity,” Mr Gallop said.

“Our fans create a wonderful atmosphere, we are part of the biggest sport in the world and there’s a place for everyone to become involved.

“This is the perfect time to update our look and use the same logo across the board, especially to reinforce football’s on-going commitment to women’s football by connecting the Hyundai A-League with the Westfield W-League.”

The brand strategy and design was developed in conjunction with FFA management, FFA’s brand agency Hulsbosch Design and two club chairmen as representatives of the leagues – Scott Barlow from Sydney FC and Simon Pearce from Melbourne City FC.

For the first time in Australian sport, the brand of a professional league will become fluid and incorporate the colours of clubs competing as part of the league. All three league brands will assume the colour palette of clubs when utilised within club marketing and collateral, including the playing strip.

This path was chosen to showcase the importance of bringing the leagues and clubs closer and acknowledging the importance of club brands in driving fan connection and audience growth.

Orange will continue to be the colour used for the primary version of the Hyundai A-League logo and the Foxtel Y-League logo in recognition of the original brand created for the launch of the league in 2005.

 

[dibo]

http://www.ccmariners.com.au/articl...w-league--y-league/1pk7t8ssofein1wualivlw6p9l

New logos unveiled for A-League, W-League & Y-League

The new Hyundai A-League logo will take effect from next season
Tuesday, 24 January 2017 -
@CCMariners
Football Federation Australia has revealed new look logos for the Hyundai A-League, Westfield W-League and Foxtel Y-League.

The league’s fresh logos will take effect from the 2017/18 season onwards.

The modernised football icon at the centre of all three logos is inspired by the game's three points of difference – atmosphere, diversity and unity.

For the first time in Australian sport, a league brand will become fluid and take on the colours of competing clubs, with all three brands to assume the colour palette of clubs when utilised in club marketing and collateral.

To further continue FFA's commitment to women's football and better align and represent football's maturity, the Westfield W-League has been rebranded to align with the Hyundai A-League.

The Hyundai A-League brand will continue to retain the colour orange as a nod to the inaugural brand created for the launch of the competition in 2005, as will the Foxtel Y-League logo (the associated development league).

 

[Big Al]

Not a big fan, smoke and mirrors stuff.

So much more important things to take care of and waste of money.

That said ours looks alright as does Victory City and SFC

To a none football person I don't think they look at it and see a football

 

[dibo]

It is important in the sense that we are only as powerful as we are well funded. We are only well funded if TV execs see us as an exciting brand. We can only be exciting if our brand is fresh.

Basically, to keep ourselves in gravy, we need to keep marketing people in blow.

It doesn't need to look like a football either.

This doesn't look like a football:

Nor does this:

I don't think the current one looks like a football either, other than a general sense of roundness. It just needs to look like us - it's got to be a brand that is recognisable in itself and applied to a range of different contexts (banners, web logos, shirt logos, brandmarks on merchandise, etc.).

Everyone will recognise the new logo pretty quickly, it has sufficient resemblance to the old one to feel like an evolutionary step, and it brings the women's and youth branding closer too, so all can share the simpler and cleaner 'three swirls' branding.

 

[Wombat]

Looks like a 3 legged pair of Y-fronts.

 

[FFC Mariner]

One of the brand people here at the death Star is a Sydney member and from a marketing perspective, those types seem to love it.

 

[Forum Phoenix]

Looks ok. It is more modern/sophisticated the flames looked dated.

Will look better on sponsors walls, signage and letter heads etc... which is a good thing as it does improve the brand.

 

[sydmariner]

I'dve thought that this would be the new logo

 

[VicMariner]

Boring. It looks boring.
And pointless.

With so many thing in the game needing attention, did we really need the FFA to spend time and money on this?

 

[dibo]

Yeah, because their branding people should definitely be engaged in improving refereeing rather than doing what they're paid to do. It's almost like FFA think they can fart and chew gum at the same time. Sad.

 

[Timmah]

Anyone would think there are multiple departments within an organisation.

 

[VicMariner]

What was wrong with the logo they had?
Waste of time and money. A totally needless exercise.

Better refereeing is more likely to get more people through the gates than a new logo.

You really think they have branding people? What have these people been doing for the last decade?
Outside design company, I would guess.
Probably cost six figures.

 

[VicMariner]

Meanwhile club owners continue to lose money......

 

[kevrenor]

I'm underwhelmed, but that probably just goes down to 1. advancing age, 2. my view that we have so little tradition in the 12 year old new football that change just doesn't make sense to me at this stage, 3. my training in marketing giving me a sense of how much bullshit it can be

 

[Paolo]

It is almost as if this decision forms part of an Operational Plan which aligns perfectly with a key pillar which the FFA identified in their Strategic Plan. Fancy that.

http://www.footballaustralia.com.au...ic-plan-for-2016-19/a7yzs2rm70la1489exvauz23x

 

[dibo]

Well shoot, you're right!

"A refresh of the A-League brand to connect more fans to the competition as viewers, members, ticket buyers and consumers of digital content."

And for what it's worth, this bit:

"New investment in digital platforms to improve the experience of the 2 million grassroots participants and connect more of them to the Hyundai A-League and Westfield W-League."

...will change how we relate to our clubs, how we register for grassroots football, get involved in coaching and refereeing courses *and* connect our grassroots involvement to our support of the A-League and national teams. It's actually pretty good that they're getting in to this.

Cricket Australia have done some really good stuff with their "MyCricket" platform, and their IT partner responsible is one of the companies in the mix to do FFA's new digital platform.