Preview ‘FEARLESS’ Gold Coast SUNS guernsey and branding discussions

Remove this Banner Ad

With the new-look off-field brand in place, club chief executive Mark Evans believes it is up to the Suns to match it with an equally mature on-field AFL season that produces a maiden finals campaign, and, in years to come, a premiership.

“Last year was the dawn of a new era for the Suns with the appointment of Damien Hardwick as coach,” Evans said.

“We firmly stated that our mission was to win premierships and to continually build the passion of the Suns in the community, we thought it was time for our brand to reflect that, (and) that comes down to the logo, the jumper, and the attitude, which we decided we wanted to be centred around ‘fearless’.”

In an alternate universe free of logistics and constraints, the Suns would have rebranded ahead of Hardwick’s first season at the helm – which Evans said was a statement that they meant business – but that wasn’t a feasible option given over 12 months of work has gone into the logo and overall image seen today.

Research from a company called ‘The Lab’, and work from ‘The Competitor’ agency, as well as the input of AFL experts went into the drafting of various logo options.

Players as well as a membership counsel of about 20 dedicated fans, were among those consulted in the process.

“Running those focus groups where everybody’s opinion is valid but you’re testing things through a group, and there was a strong preference to go with something that can be iconically the Gold Coast Suns and to strongly identify us and our attitude,” Evans said.

“We felt like we’ve got the ability to do something different because we’re young and we can be more agile.

“We knew that it had to have something to do with the Sun. We wanted to try and have an ‘S’ shape, the fact it came out as the shape of a football with the sun reflecting across the water, and there is an element in there of the G and the C depending on how you look at it. The more you look at it the more the logo grows on you.”


The Suns were initially presented with three different designs, but weren’t “grabbed” by any and went back to the drawing board.

They were then presented with another three, from which different variations evolved into the final product. All in all, Evans estimated that over a dozen logos were scrutinised throughout the process.

Among the final options that missed out was a two-by-two block design of four letters that spelt ‘SUNS’ in a sharp diagonal font, more akin to a streetwear brand than a football logo, and a capital ‘S’ that had the effect of shimmering in the sun.

Evans said that from chatting to players and select members, it became clear that while everyone was happy with the ‘Suns’ moniker, there was a view that the overall brand needed to be “stronger”.

Although Hardwick’s appointment was a clear statement of intent and the dawn of a new era, and the playing list is arguably as strong as it’s ever been, Gold Coast remained riddled by familiar woes in 2024 as it sputtered late in the season and struggled away from home.


“Our history is our history and we can’t change that,” Evans said.

“Across the journey of the Gold Coast Suns, there was this formation, or evolution of the Suns and collective people to start the journey, and then there were times where it looked like it was growing okay but then we lost a lot of players.

“It seems like we’ve moved past that now and created a place where players and staff want to stay in a quest to win a premiership.

“Damien Hardwick’s appointment and the change of brand is all about setting ourselves up to achieve that mission.

“Last year with a new coach and new game plan, we could see that it was working, but it wasn’t quite good enough on occasions to solidify that and to be able to make finals.

“To progress on that we have to be harder and harder to play against at home and away, win some of the games we should win, and to knock off some of the top teams should put us firmly in the equation.”

In the next five years, Evans said there was “no reason” why the club couldn’t taste the success it so strongly desires.

“We have a list that’s young but starting to become more experienced,” he said.

“We have a coach who is the best in the league in my view, and an administration and board who are passionate about what we do.”
Click to expand...

He is right where he says the more you look at it, the more it grows on you
 

Log in to remove this ad.

Mini GF said:
Oppo Fans hating it means we win.
They are the boring cowardly establishment.

We are fresh.
Click to expand...
Jen2310 said:
I think its something thats grown on you the last day or so. I like it. Its new and fresh and modern. The symbols represents things that mean something.
The red on red I'm still not sure about, but the logo does POP.

Looking forward to see how it looks on the jumper.
Click to expand...
Modern?

It looks like the logo of a 1986 PC company.

4444444444444666.JPG
 
I read a few posts, go back and look at it again......I read a few posts.......you get the drift

Sorry, but it's not growing on me....if they've been putting this together for the past 12 months.....then it's been a wasted 12 months imo...

Not happy, Jan....but I'll still pay my money when they front up tomorrow....:'(
 
I absolutely love this whole thing. I think the colours are strong and unique - certainly not typical old club. Love that.
I love the logo - to me it's very retro. To be honest - I liked the yellow on the auskick jumper better but the logo itself is awesome.

Personally, I feel very proud of the club right now. We've done a LOT of dumb shit over the journey, but this feels very competent and dare I say - brave. Maybe I should've said fearless?
 
Criticism of it is fair. I get the idea and concept. But to me, it is a bit too busy—trying too much with too much symbolism and overlapping design.

Maybe if they didn’t do the Football shape as well—just the sun?

New red shade looks decent though. Jumper may be a bit plain, especially with red-on-red. Not sure why red has ever been our main colour, as it relates the least to our city identity. Seems we have doubled down on it.

But I’ll see what the other additions to it are tomorrow. Hearing rumours of a wave/gradient.

The red does give options for cool alternate designs and promos as well that our previous one just didn’t quite have.

SizeMatters said:
As bad as this logo is… the article above said there were suggestions of a letter S as the logo. An ‘S’…. 😂


Gee these groups and companies were paid for this stuff. Pathetic.
Click to expand...
I mean, it is basically the letter S now. That is the main design.

But also, Giants just have a G. Carlton just have a C. Port have PA. So letters have been done before.
 

(Log in to remove this ad.)

CanYouFeelTheSunburn said:
Meh. No point bitching and moaning about it. It is what it is. None of us can change the clubs decision. We are stuck with this logo/kit for the foreseeable future.
Click to expand...
And at least that awful GC logo is gone. We’ve traded it out for an S… or a G. Maybe a C? Depends if you squint or tilt your head or the sun catches it just right!

But the main thing is the old logo is gone, which is something to celebrate for all fans—no matter what tomorrow brings :)
 
love all the criticism from the traditional club supporters. they all complained when we had a logo slapped on the front of our guernsey, so we lessened its impact with a better logo and a sleek design and they still whinge.

i think it looks great and am all in on the deep red branding.
 
I don't understand how anyone can like this. It's terrible, it's just going to look like a red guernsey, no "strong" branding, just a plain red guernsey. That's not sticking it up traditional clubs it's just a load of shit. It's actually worse than what we had, at least that was recognisable.
 

Remove this Banner Ad

Preview ‘FEARLESS’ Gold Coast SUNS guernsey and branding discussions

Similar threads

The Dr
Podcast Historic AFL podcast: The birth of the Gold Coast Suns
Replies
0
Views
289
The Dr
The Dr
Chief
Win Prizes Gold Coast Suns Tipping 2024 - Now Open - 🔥 - Reply IN when you join!
Replies
1
Views
582
Big Red Machine
Big Red Machine
exile
2024 Guernsey Numbers
Replies
10
Views
1K
RowellAnderson12
RowellAnderson12
D
Gold Coast Memorabilia
Replies
1
Views
625
sunsofanarchy
sunsofanarchy
GC2015
2025 fixture discussion
2 3
Replies
65
Views
3K
robo_1
robo_1
Jen2310
Toast Welcome to the Suns, Lachie Gulbin
Replies
4
Views
584
GC2015
GC2015
Jen2310
Toast Welcome to the Suns, Asher Eastham
Replies
6
Views
569
Jen2310
Jen2310

Remove this Banner Ad

Back
Top