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.”


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