Matthew Miller
Jan 25, 2017

Australian pro football leagues unveil united brand design

New look by Hulsbosch brings Hyundai A-League and associated leagues under a single visual identity.

Football Federation Australia (FFA) has revealed a new look for the 2017/18 season launching in October.

As well as a new Hyundai A-League logo, the visual identity includes matching logos for the Foxtel Y-League (which acts as a feeder league to the A-League) and for the Westfield W-League (a women's league). In addition, each club gets a version of the logo incorporating its own color-scheme. 

The FFA has a 20-year 'Whole of Football Plan', which aims to claim category-leadership for football. According to Hulsbosch, which participated in a 12-month consultation process with the football community and club leaders to create the new identity, the modernised football icon is inspired by football's three points of difference: atmosphere, diversity and unity. 

FFA chief executive David Gallop:

Football has recently been confirmed as the number one club-based participation sport in Australia and we’ve just signed a new six year broadcast deal so it’s a great time to reveal a new brand for our leagues. The work we have done with Hulsbosch gives us a strong brand platform demonstrating the unity at the heart of Australian football.

Jaid Hulsbosch, director, Hulsbosch:

The unique identity is primarily a reflection of the passionate football fan. It delivers a clarified visual language that is energetic and positive for a stronger football footprint in Australia. Magnetic on and off the field, the versatile design will be utilised across a range of platforms from packaging, broadcast, digital and game day promotions.

Here's a "hype reel" for the new identity (we recommend lowering your volume before you play it). 


Hans Hulsbosch: Executive Creative Director
Jaid Hulsbosch: Director
Benni Weller, Dean Hazelgrove, Paul Principe: Designers
Clare Bailey: Client Services Director
Maria Njari: Senior Account Manager

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