Hey all,

I have been working on a bit of a side project recently for fun (images below), having a crack at re-designing the general A-league logo and it's overall branding as well as most of the foundation clubs crests which would by extension influence a total brand update for each club.

I know I'm not the first or last to have a go a trying out some new logos, as I'm sure most of you agree it's desperately needed for some of the clubs. Having a design background, I see great value and importance in the clubs and the league re-evaluating their brands and how they present football and their offerings to the Australian audience. I think right now so many of the clubs crests and the overall A-league brand lack a thoughtful or well executed representation of their brand, and as a result I think it perpetuates a lack of interest to potential audiences, it come across as a bit tacky from a design / brand point of view and quite honestly it's unappealing, why would you want to support a club that looks amateur and lacks a strong identity - I'm talking strictly in terms of branding here, obviously what happens on the pitch is the biggest factor when it comes to continuing to excite fans, but how you package and sell the game to to the Australian audience is equally as important to generating that interest and excitement. 

With all the talk of expansion and new broadcast deals in the near future, now feels like a critical time in my opinion for the A-league and some clubs to asses their brands and update them to reflect the growth of the competition and hopefully present a bolder, clearer and more concise brand moving forward in order to create a stronger and more appealing offering to those who aren't already invested in the A-league.

Below is a small selection of work from an ongoing project I've put together, I wouldn't say it's finished by any means, there still a lot of tweaking and refinement that can go into almost every part or other Ideas Ive put together but I thought it might be cool to share it as is and hear anyone else's thoughts on it so far & subject in general.

Overall, I wanted the A-league brand to feel more contemporary and visually bold but also clean and simple enough to act as a flexible framework that could be used to create marketing / advertising to promote the game and the 'A-League Brand'.

With the team crests I tried to strike a balance throughout between traditional and modern as well as instil some form of visual connection to the city, area, history etc of the club without it being too in your face.

Anyhow, that's my 2 cents for what it's worth. It would be awesome to see the A-league become the biggest competition in Aus and I think 'Brand' plays a huge part getting there.

Have a looksy and feel free to rip it apart or let me know if you think some of it's got some legs. Any feedback is welcome. 

Cheers lads,
Dave