Adelaide FC unveil new logo and brand identity to mixed reaction

“Made From South Australia”

In their statement, Adelaide says that their changes are in effort to celebrate the club’s roots. That’s evident from the “Made From South Australia” theme that Adelaide says runs through the new logo and brand identity.

The club says that its “bold new logo” is a part of a “Club-wide rebrand as it prepares to embark on an exciting new era.”

“The new design features a nod to the Club’s heritage by reverting to the original ‘swooping’ Crow and the sharpened claws, beak, eye and wing bring a modern look, which is supported by a return to the original bolder colours being a darker navy blue, richer red and deeper gold,” the statement continued.

Adelaide CEO Tim Silvers said of the redesign that: “The logo is one of the Club’s most recognisable features and our supporters take great pride in it.

“The throwback to the original swooping Crow reinforces our connection to this city and state by the way it now incorporates the actual shape of South Australia.

“We also wanted to make sure we celebrated our heritage but with a modern look and feel, which we think will resonate with our next generation of supporters,” he added.

Mixed reaction

While Adelaide and the club CEO Tim Silvers were happy about the new logo, many fans were unhappy with the announcement.

“I am Crows member. Not a fan of this at all. Looks awful,” one fan said on X (formerly Twitter).

Another chimed in saying, “That is the worst logo I ever seen. Whoever came up with that should be sacked.”

AFL fans on Reddit said the design reminded them of a Judas Priest album cover. Most were mixed about whether that was a good or bad thing.

“Perfect time” for change

Despite many fans being upset with the redesign the club are adamant that now is the right time for a change. They also say that fans were consulted when designing this new logo.

“It is the Club’s first logo redesign since 2010 and involved widespread consultation with members, supporters and focus groups, such as the Member Engagement Panel, as well as engaging with supporter research and South Australian agency, Fuller Brand Communication” Crows said in their announcement.

“Now is the perfect time to make this change as our new headquarters at Thebarton Oval is moving closer and closer to reality,” said club CEO Silvers.

“It really is the start of a new era,” he added.

Adelaide finished 15 in the ladder last season and many betting sites have them as favourites to contend for the Wooden Spoon next year. For the club’s sake, let’s hope they turn it around next year. Otherwise, it’s hard to see fans buying into this new identity.