Changing the game

The evolution of football’s global presence has, undoubtedly, made the sport a fast-paced, frenetic spectacle. From the maturation of Major League Soccer (MLS) in the U.S. to the swell of the Chinese Super League, the sport now features several corporate elements, with branding a focal point.

Typifying this, Australia’s premier footballing competition, the Hyundai A-league, enters its thirteenth year with a new identity, designed by Australian brand agency, Hulsbosch. Along with the A-league, the Westfield W-league and Foxtel Y-league, designed as competitive competitions for women and youth teams, equally receive custom identities.

Uniquely bespoke, the Football Federation Australia (FFA) revealed that the rebrand takes on a individualistic focus, expressing the logo’s innovative design by aligning each team in the league with its own colour-coordinated version of the design. During a 12-month consultation period, Hulsbosch liaised with the wider Australian football community and across each platform within the FFA.

With a launch scheduled for the opening of the 2017/18 season, the rebrand is set to unify each branch of Australian football under one diverse banner, something Hulsbosch showcased in a promotional video for the league.

Jaid Hulsbosch, director of Hulsbosch, says, “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.”

FFA chief executive, David Gallop, says, “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.