Australia’s governing body for football has unveiled a new logo and brand to promote the sport’s inclusive nature across the country.
Football Federation Australia (FFA) chief executive David Gallop said the new visual statement signifies football as the game for all Australians, and has been two years in the making, following the rebrand of the leagues.
“Our new identity opens the way to reposition football as a top-tier sports brand and promote the whole of the game,” he said.
“This new look and feel has been developed in collaboration with our stakeholders and has the support of the member federations, who will also look to refresh their identities in line with the new FFA logo in the near future.
“Our goal is to build one brand across our whole sport; creating greater connection, belonging, and awareness and bring our communities together.”
FFA’s new brand strategy and design was developed in conjunction with its brand agency, Hulsbosch Design.
Hulsbosch managing director Jaid Hulsbosch said that following the successful rebrand of the Hyundai A-League, Westfield W-League and Foxtel Y-League, FFA’s new look strengthens its brand leadership positioning.
“This new identity will help promote football and simplify the brand organisational structure,” he said.
“This is more than a logo; it is an icon for football in Australia and will create meaningful, long-term brand building for the sport.”
FFA chief marketing officer Luke Bould said: “We consulted with over 4000 stakeholders across the game in developing a new, unified identity for football in Australia.
“The three elements represent the three key things that set football apart, its atmosphere, diversity and ability to unify and connect us to the rest of the world.
“It’s a new look as we embark on the next stage of the development of the game.”
