A-League’s new Hulsbosch makeover

The new look ties FFA’s professional leagues together

Football Federation Australia has revealed a new look which ties its professional leagues together – and introduces a first for sports branding in Australia.

The new logos are the latest innovation for the Hyundai A-League, Westfield W-League and Foxtel Y-League following a new six-year broadcast rights deal and the official recognition of football as Australia’s largest club-based participation sport. Extensive market research shows the design appeals to a wider audience, particularly families and children, in line with FFA’s long-term strategy.

FFA chief executive David Gallop said the new logos would be used from the start of the 2017-18 seasons. “The logo design is inspired by football’s three outstanding features – atmosphere, diversity and unity,” Gallop said. “Our fans create a wonderful atmosphere, we are part of the biggest sport in the world and there’s a place for everyone to become involved.
“This is the perfect time to update our look and use the same logo across the board, especially to reinforce football’s ongoing commitment to women’s football by connecting the Hyundai A-League with the Westfield W-League.” The brand strategy and design were developed in conjunction with FFA management, FFA’s brand agency Hulsbosch Design and two club chairmen as representatives of the leagues – Scott Barlow from Sydney FC and Simon Pearce from Melbourne City FC.

Jaid Hulsbosch, director, Hulsbosch, said: “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.”

Hulsbosch Credits:
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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