A club logo is more than a badge, it’s a rallying point for fans that sits at the heart of the club’s identity; An instantly recognisable brand mark that evokes a collective and personal response for fans. AFL clubs have rich, long histories with die-hard supporters, and the logo must transcend the generations to appeal to all.

As the AFL evolves to talk to all fans, so do the logos and branding, keeping up with design trends and what fans expect. 2025 will see a slew of new logos from clubs, with five clubs updating their logo: St Kilda, the Western Bulldogs, Gold Coast Suns, Adelaide Crows, and Hawthorn Hawks, showing how clubs are leveraging their own narratives to find balance in honouring their heritage, while embracing new ideas.

St Kilda streamlines design, elevating iconic marks and modernising font. 

The first thing that strikes us about the St Kilda logo is its communication hierarchy. Pulling the ribbon element into the crest makes it cleaner and more versatile, which in turn will allow for a stronger brand presence, particularly in stadium. The updated crest now proudly displays "St Kilda" instead of "St K.F.C." (for the first time ever), demonstrating the logo’s most notable modernisation. The font is clean. This, coupled with bolder lines and a return to a more prominent cross (as seen in 1993 logo), will no doubt appease the purists. It’s a clean, impactful design and undeniably St Kilda, but starts a move into something new.

The Suns and Crows Push the boundaries. 

These clubs have arguably taken the boldest steps in modernising their logo’s.

The Suns have updated almost all elements of the brand mark to incorporate the ‘G’ and ‘S’ in a way that represents core values of footy, sun and sea – a big move from previous years. This shift coupled with the simplification and emphasis of ‘SUNS’ delivers a logo reminiscent of a skate and surf brand (fitting for its geographical location). We know that visibility is crucial, and while the red logo on a red background may present challenges on the field, the cleaner design could enhance recognition both in-stadium and across other channels. Overall, this design feels both retro and modern at the same time, and we love it.

Likewise, The Crows have gone bold with an unmistakable AFL club logo - this one could become iconic! Gone are the rounded shapes of previous logos, and in are the sharp angles. It has a unique form and character that screams fierceness and speed, a theme which extends to the extra angles present in the wordmark. The banded colours are pulled back into the wings which tie back nicely to the players’ uniforms - a clever nod to the club’s iconography that was missed on the last logo. The rebrand is centred around the theme 'Made from South Australia' with the overall silhouette inspired by the shape of the state. The refined branding approach not only strengthens the club’s identity but also ensures greater impact across various platforms, from stadium signage to digital channels.

Bulldogs, Hawthorn and North Melbourne roll back the years to celebrate milestones. 

Each of these clubs are celebrating huge milestones this year and have decided to showcase these moments through a rework of their logo, each taking a slightly different approach.

North Melbourne, whilst not fully letting go of their core logo, are leveraging their original logo to celebrate their centenary year. Whilst logo communication and hierarchy has moved forward (a lot) this will appear strong across key assets within the context of the 100-year anniversary messaging – purists will love this one.

Hawthorn and Bulldogs have taken a slightly different approach by creating new logos that lean heavily on club heritage.

In 2025, Hawthorn is celebrating its 100th season in the VFL/AFL. Like North Melbourne, they have returned to their original brand mark but offered more context with a bespoke lock up around the original mark. The ribbon element is from the 1966 logo giving a further nod to days gone by. Finally, the new logo has a hand drawn style to it which calls back to the earlier logos that were designed by hand. This one will be striking for Hawks’ fans, who are used to seeing a significant modernisation of their logo in recent years.

The new Bulldogs logo beautifully honours the team's 100-year legacy by revisiting an iconic design of the beloved bulldog. Its intricate details reflect the club's rich history and will resonate deeply with die-hard fans, reinforcing their connection to the team. The shield motif with the curved angles at the top calls back to the 1970s when all clubs had the same shield silhouette design, whilst the more modern font seen in the most recent logo is retained, again finding a nice balance.

More than a (brand) mark 

As we look ahead to the 2025 season, the evolution of AFL club logos represents more than just a visual update; it’s a strategic move towards greater engagement with fans and the broader community. These redesigns not only reflect contemporary design trends but also highlight the clubs' commitment to inclusivity and accessibility, ensuring their branding resonates with a diverse audience.

Moreover, rebranding allows clubs to tell their stories in fresh ways, fostering a deeper connection with both long-time supporters and newcomers. By embracing innovation while respecting their roots, these teams are setting the stage for a vibrant future in the AFL. This dynamic interplay between tradition and modernity will shape the narrative of each club as they strive to inspire and unite their fanbases. The evolution of logos highlights the shifting identities and histories of sports teams. Each logo tells a distinct story about the team and its legacy, mirroring the design trends and marketing strategies of their respective eras, encapsulating the cultural spirit of the time. Ultimately, the progression of club logos enriches the visual narrative and depth of a league's storied history. 

These fresh logos are a testament to the clubs' adaptability in the sports landscape, and it’ll be exciting to see how these new identities influence their journeys in the seasons to come.