Adelaide has unveiled a bold new logo as 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.
Central to the rebrand is the ‘Made From South Australia’ theme and the logo is a celebration of the Club being born from the state’s thriving football landscape in 1990, with the wing of the Crow emanating from the actual shape of South Australia. In a further change, the word ‘Adelaide’ now solely sits below the crow and reinforces the connection between the Club, the city and state.
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.
Adelaide CEO Tim Silvers said calls for a new logo had been a constant theme in feedback from Crows Members and fans since he had arrived at the Club, adding the striking new design proudly represented the past and the future.
“The logo is one of the Club’s most recognisable features and our supporters take great pride in it, and 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,” Silvers said.
“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. We’ve consulted and listened to a wide range of stakeholders, including and most importantly sections of our supporter base, over the past 18-months.
“Now is the perfect time to make this change as our new headquarters at Thebarton Oval is moving closer and closer to reality, so it really is the start of a new era.”
Crows fans are able to get their hands on new-look merchandise, featuring the fresh logo, via the online store on Wednesday night. The full range will also be available at the Crows Shop at West Lakes from Thursday.
