Football Federation of Australia reveals rebrand as part of a new development push
The Football Federation Australia has unveiled a new logo and branding as part of a push to build Australian soccer under one brand.
Developed in conjunction with brand agency Hulsbosch Design, the new identity follows the FFA appointing Publicis Groupe’s Saatchi & Saatchi as its creative agency and Starcom as its media agency of record in June.
Earlier this year the FFA signed a five-year deal to commercialise the local sport’s digital network with Dentsu Aegis Network-owned MKTG Australia.
FFA Chief Executive Officer, David Gallop AM, said the new visual statement signifies football as the game for all Australians.
“Today’s announcement has been two years in the making and is the next major change following the rebrand of the Leagues (Hyundai A-League, Westfield W-League and Foxtel Y-League) that we announced early last year.
“Our new identity opens the way to reposition football as a top tier sports brand and promote the whole of the game.
“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.”
Hulsbosch Managing Director, Jaid Hulsbosch added: “This new identity will help promote football and simplify the brand organisational structure.
“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,” he said.
FFA Chief Marketing Officer Luke Bould said the rebrand was the launch the next phase in the development of football’s brand.
“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.”
finally bring brand and design consistency to the entire code. well done hulsbosch. you have done it again!
User ID not verified.
The new logo is awesome looking. But would be better to spend the money fixing football first.
User ID not verified.
Oh yes, a new logo will paper over the cracks.
User ID not verified.
Outstandingly mediocre
User ID not verified.
Big rebrand job. Id like to see what it looks like in execution examples. Just imagine the political challenges and stakeholder management. Not easy. Great work from the brand agency.
User ID not verified.
Nice looking logo. We do not expect anything less from Hulsbosch.
I liked it for the A-League and I like it here.
If this is “part of a push to build Australian soccer under one brand”, I wonder whats next.
User ID not verified.
How hard can it be to arrange a few green and gold squiggles in a sphere that makes it look like a football?
User ID not verified.
“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.’
I wish branding agencies would stop endorsing waffle like this. It’s just daft.
Yes, a visual identity can play its part in impacting perceptions of a brand and, if done correctly, those perceptions can be geared in and around notions such as atmosphere, diversity and connectivity – but, this is a logo, it’s a full stop on your brand, nothing more. People need to stop overinvesting in them.
Not commenting on the work itself btw
User ID not verified.
and now this is gonna be contraversial, but ill put it out there. I think its time to move on from being called Socceroos, Matildas etc.
and came up with something more mature if were wanting a nickname at all, my thinking is that its too quaint and cute, and doesnt reflect the seriousness of our mindset as Australians regardig sport itself, or as a Nation about our Football.. lets open this up for discussion 🙂
User ID not verified.