- Football fans roast new Adelaide Crows logo
- The AFL club is undertaking a major brand restructuring
- It is the first redesign of the football club’s logo since 2010
The Adelaide Crows are restructuring their brand after a disappointing 2024 season and have officially launched their new team logo, but many fans are unhappy with the design.
The Crows have not reached the AFL final since the 2017 grand final, where the club lost to a Richmond team led by Dustin Martin in his heyday.
That’s why Adelaide is looking for a new approach ahead of its 35th season, with a complete rebrand and a move to a new base at Thebarton Oval at the end of 2026.
The club has used a blue crow head since 2011, but has decided to go back in time with a new design based on the design used between 1991 and 2009.
The new logo was leaked in September and was widely mocked by fans and pundits alike, with many hoping the club would listen to their feedback.
However, the club went 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,” one fan posted on X.
‘Was this part of an elementary school contest?’ answered another.
The Adelaide Crows have officially unveiled their new logo and many fans are disappointed
It is the first redesign of the football club’s logo since 2010, as the club attempts a new approach for its 35th AFL season.
“Congratulations to whoever 10 year old created this,” said a third.
A couple of Hungarian tourists who were interviewed on Sunrise said the design reminded them of the German national flag.
The club is excited about the new look and said in a press release that the designers were giving “a nod to the club’s heritage” with the original raven, but added that the sharp claws, beak, eye and wing added a “modern.” look’.
“Central to the rebrand is the ‘Made From South Australia’ theme and the logo is a celebration of the club’s birth into the state’s thriving football landscape in 1990, with the crow’s wing emanating from Australia’s actual shape of the South”. the press release said.
“In a further change, the word ‘Adelaide’ now appears solely below the crow and reinforces the connection between the club, city and state.”
Adelaide chief executive Tim Silvers said the new design “represented the past and the future”.
“The logo is one of the most recognizable features of the club and our fans are very proud of it,” he said.
The club has used a blue crow head since 2011 (pictured)
The Crows say the new design is a throwback to the club’s heritage, but with a modern look.
‘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 believe will resonate with our next generation of fans.
‘We have consulted and listened to a wide range of stakeholders, including and most importantly sections of our fan base, over the last 18 months.
“Now is the perfect time to make this change, as our new headquarters at Thebarton Oval inches closer to reality, so it really is the start of a new era.”
