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New brand takes the field,
Adelaide's pride, reimagined,
Fuller's craft revealed.
Adelaide Football Club transforms brand identity via Fuller
The Adelaide Football Club has revealed a reimagined brand identity, developed by independent brand creative agency, Fuller.
The new brand includes a redesigned logo, cohesive style elements, and a custom font, combining the legacy of South Australia’s first AFL team with a future-ready visual identity.
Fuller was responsible for the production of a suite of videos, including a brand film, to celebrate the new brand. The rebranding process involved extensive consultation with stakeholders, including brand workshops, focus groups, presentations, and surveys.
The redesigned logo features the return of the iconic ‘swooping crow’ from the original 1990 logo, now reimagined with a minimalist twist. The core colours have been refreshed to reflect South Australia’s state colours and the original guernsey. The custom Ninety Seventy typeface is a tribute to the club’s first premiership.
"As a national agency, proudly founded in South Australia, many of our team are passionate supporters—we know how much this brand means to people across the state,” said Managing Director of Fuller, Will Fuller. “The Crows belong to a unique group of AFL clubs created to represent an entire state, not just a small area—they are the Pride of South Australia."
Fuller has partnered with global agency Lippincott for the new Adelaide University brand and provided strategy, identity design, and research for the rebrands of Wine Australia and Morphettville.
"We engaged over a thousand stakeholders, from players across all three teams to staff, former players, and members and fans both in South Australia and interstate, involving them at every stage,” Fuller said.
CEO of Adelaide Football Club, Tim Silvers, said: “The team at Fuller are as passionate about South Australia as we are and from the outset, they really understood what we were about and what we wanted to achieve.
“Their creative, thorough approach and discretionary effort meant we had a high level of confidence throughout the process, from the consultation and design phases through to the rollout."
