- Footy fans roast the new Adelaide Crows logo
- AFL club is undertaking a major brand shake-up
- It’s the footy club’s first logo redesign since 2010
The Adelaide Crows are undertaking a brand shake-up after a disappointing 2024 season and have officially launched their new team logo – but many fans aren’t happy about the design.
The Crows have not made the AFL finals since the 2017 grand final where the club lost to a rampaging Richmond outfit spearheaded by Dustin Martin at his peak.
So Adelaide is looking for a fresh approach heading into its 35th season, with a total rebrand and a move to a new home base at Thebarton Oval by late 2026.
The club has been using a blue crow’s head since 2011, but has decided to go back to the past with a new design based on the design used from 1991 and 2009.
The new logo was leaked in September and was widely mocked by both fans and pundits, with many hoping the club would listen to feedback.
However, the club has forged ahead and launched the new logo on Wednesday night with a return to the swooping crow.
‘It’s like going from Windows 10 to Windows 98,’ posted a fan on X.
‘Was this part of a primary school contest?’ replied another.
‘Well done to whoever’s 10yo child put this together,’ said a third.
A couple of Hungarian tourists that were interviewed on Sunrise said the design reminded them of the German national flag.
The club is excited with the new look, saying in a press release that designers were giving ‘a nod to the club’s heritage’ with the original ‘swooping’ crow, but added that the sharpened claws, beak, eye and wing brought a ‘modern look’.
‘Central to the rebrand is the ‘Made From South Australia’ theme and the logo is a celebration of the club being born from the state’s thriving football landscape in 1990, with the wing of the crow emanating from the actual shape of South Australia,’ the press release said.
‘In a further change, the word ‘Adelaide’ now solely sits below the crow and reinforces the connection between the club, the city and state.’
Adelaide chief executive Tim Silvers said the new design ‘represented the past and the future’.
‘The logo is one of the club’s most recognisable features and our supporters take great pride in it,’ he said.
‘The throwback to the original swooping Crow reinforces our connection to this city and state by the way it now incorporates the actual shape of South Australia.
‘We also wanted to make sure we celebrated our heritage but with a modern look and feel, which we think will resonate with our next generation of supporters.
‘We’ve consulted and listened to a wide range of stakeholders, including and most importantly sections of our supporter base, over the past 18-months.
‘Now is the perfect time to make this change as our new headquarters at Thebarton Oval is moving closer and closer to reality, so it really is the start of a new era.’
