Football Federation Australia have updated their branding to bring it into line with the new league logos introduced last year – and made some bold claims about its importance.
CEO David Gallop said the new logo "signifies football as the game for all Australians".
He added: “Today’s announcement has been two years in the making and is the next major change following the rebrand of the Hyundai A-League, Westfield W-League and Foxtel Y-League.
"Our new identity opens the way to reposition football as a top tier sports brand and promote the whole of the game.
“This new look and feel has been developed in collaboration with our stakeholders and has the support of the member federations who will also look to refresh their identities in line with the new FFA logo in the near future.
“Our goal is to build one brand across our whole sport. Creating greater connection, belonging, and awareness and bring our communities together.”
Football is uniting under one code brand. pic.twitter.com/IpPAOJleo3— Football Australia (@FFA) September 21, 2018
The new FFA brand strategy and design was developed in conjunction with FFA’s brand agency Hulsbosch Design.
Managing Director Jaid Hulsbosch said the rebrand would "strengthen the FFA’s brand leadership positioning."
He added: “This new identity will help promote football and simplify the brand organisational structure.
“This is more than a logo, it is an icon for football in Australia and will create meaningful, long-term brand building for the sport."
FFA Chief Marketing Officer Luke Bould was delighted to launch the next phase in the development of football’s brand.
“We consulted with over 4000 stakeholders across the game in developing a new, unified identity for football in Australia," he said.
“The three elements represent the three key things that set football apart, its atmosphere, diversity and ability to unify and connect us to the rest of the world.
“It’s a new look as we embark on the next stage of the development of the game.”