Opinion Adelaide Crows New Logo Discussion

[FR0GGY]

Why have they used a Victorian on their promotion which said we are made from south Australia?

 

[WaynesWorld19]

Which is what all club songs are....

Have you seen most of the AFL Club logos ....most are very ordinary indeed

Lets face it, all the logo is there for, is to compliment the merchandise / players kit .....and even then, they're destroyed by some of the god awful sponsor logo's slapped on, which no-one says anything about

 

[baldandbroke]

Club is so proud of it's new logo - and yet the website still has the seal top-left.

So many weird things about this logo:

• the different / inconsistent thickness lines around the edge, like they are trying to give it depth of some kind (most noticeable at the top-left end of the red wing feather)
• just about every corner is handled differently
• why is there no top line on the bottom tail feather? Again, trying to convey a 3-d'ness?
• the overlapping colours at the head-end of red and yellow wing feathers
• where the wing connects to the neck looks strange
• the interaction of the two feet is sloppy
• the ADELAIDE font being in italics and having 3-D aspects to it
• Text placement is also a bit crappy - is it just centered on the whole crow from tip-to-tip?

Absolute amateur hour imo - but its the same process that delivered the old logo - what do we expect!!

 

[Samcro24]

Have you seen most of the AFL Club logos ....most are very ordinary indeed

Lets face it, all the logo is there for, is to compliment the merchandise / players kit .....and even then, they're destroyed by some of the god awful sponsor logo's slapped on, which no-one says anything about

Reckon the hungry jacks logo is worse

I cant stand the bumper sticker style logos on jumpers, at any club.

 

[baldandbroke]

Why have they used a Victorian on their promotion which said we are made from south Australia?

Is this why we are going to spend all our future draft capital to get to pick #2 - we need to get the SA player?

Also, I'm guessing that being "made from SA" is going to make a whole lot of sense to our new recruits that are, you know, not made from SA.

 

[Cromulant]

Is this why we are going to spend all our future draft capital to get to pick #2 - we need to get the SA player?

Also, I'm guessing that being "made from SA" is going to make a whole lot of sense to our new recruits that are, you know, not made from SA.

If you're struggling to understand that concept, as corny as it may be.....

 

[Samcro24]

I always wonder what agency we use, how much we paid, and what the designer is thinking right now. They must be scrolling social media like

 

[whattagun07]

Ok now that I've slept on it.
It's waaaaay better than the current logo. I don't think that can be disputed.
It's just disappointing that they didn't absolutely nail it.

Pros:
Colours (no lighter blue)
Style - looks like a crow and not a raptor head.
Better than our other hideous logo

Cons:
Clunky tricolour bit
Underwhelming crow head and eyes
Too geometric
Beak too blunt
Not personally a fan of just having 'Adelaide'

I give them a C

 

[DJ75]

The new logo is shit. No doubt.
What it does do more than anything is point out the quality of the people we have leading the club. That we can spend time and money, that many people can review it and think it’s good, tells you everything you need to know about the rank amateurs in charge.
It perfectly demonstrates the unwarranted arrogance, the amateur level leadership and the utter incompetence of the club.
Mediocrity. thy name is Adelaide.

 

[StonesThrow]

Haven't followed this discussion for a long time so haven't seen any suggested ideas. Think this looks 100 times better than our old one. Bit too angular imo, but it's alright.

 

[FR0GGY]

If you're struggling to understand that concept, as corny as it may be.....

We understand the concept but it’s a little off putting given how many lads aren’t from south Australia.
It’s a bit of an odd route to go down these days imo.

 

[Mostyn]

Look, it’s:

1) an improvement on the leak (better shades of blue/gold and better angle)
2) an improvement on the current logo

But still not a fan. I do think it’ll grow on me over time, but it could’ve had much better execution

This is how I feel.

Maybe it grows on me. I don't particularly like it, but it's better than the raptor.

 

[Mostyn]

Cap looks pretty good.

Okay, that's pretty good

 

[Cromulant]

We understand the concept but it’s a little off putting given how many lads aren’t from south Australia.
It’s a bit of an odd route to go down these days imo.

I guess it's the club being bigger than the individual, and the club is South Australian.

It's corny, but all catchcries are.

 

[Samcro24]

We understand the concept but it’s a little off putting given how many lads aren’t from south Australia.
It’s a bit of an odd route to go down these days imo.

I don’t think we should shy away from it.

It’s a bit like saying the bulldogs shouldn’t call themselves the bulldogs because so many players are cat people.

Not sure who these people are who like bulldogs though.

 

[JPetro83]

First time on here since the release. I was celebrating the big win of President Trump and meltdowns from lefties all over socials and then... BAM! The logo dropped.. at first i was flat and not happy but then as the night went on and then i saw what it looked like merch i started to come around. its actually not that bad, not that great but its sorta ok and if you look at some NFL, EPL and other codes around the world and their logos most of them are pretty simple.. a stock standard logo/emblem. its growing on me. much better than the raptor head.

 

[FR0GGY]

I really don’t want to hear people say it’s better than the raptor head.
What a low bar.

 

[Crow-eater]

 

[Peter Doherty]

That looks good.

 

[Ham]

First time on here since the release. I was celebrating the big win of President Trump and meltdowns from lefties all over socials and then... BAM! The logo dropped.. at first i was flat and not happy but then as the night went on and then i saw what it looked like merch i started to come around. its actually not that bad, not that great but its sorta ok and if you look at some NFL, EPL and other codes around the world and their logos most of them are pretty simple.. a stock standard logo/emblem. its growing on me. much better than the raptor head.

Yeah its growing on me too - especially the more gold version



On iPhone using BigFooty.com mobile app

 

[bomberclifford]

I always wonder what agency we use, how much we paid, and what the designer is thinking right now. They must be scrolling social media like

I believe it was Fuller Brand Communication. They’re reputable and do some great work. Unfortunately this isn’t an example of it.

My hunch is there was a lot of ‘interference’ through the process by the client that they had to contend with.

Good things:
The type is actually quite good. Does what it needs to do and continues with the notch type embellishment you’ve used in the past.
Adjustment of the colour palette to a darker blue and more vibrant red.
Dropping the nickname from the core logo to focus on the city name.
The attempt to move towards an abstract icon, rather than just a cartoon of a crow.
Engaging a legitimate brand agency to do the work.

Bad things
The overall crafting of the crow is clumsy and unresolved. This is probably the biggest clue to client side interference. Clients tend to get caught up in the details of things that they ‘know’ and understand, like the feet/claws and the eyes/head. Designers would instinctively make things simpler and more streamlined, whereas clients tend toward literal representation.
The weird inconsistency of the line work on the wings, and the overlapping of the coloured sections. It’s almost like what you’d expect to see from AI produced artwork.
The lock up of the type and icon hasn't been done optically, it’s just mechanically centred.
The style of the crow wings has a tinge of militarism to it. Not a huge issue but it’s the sort of thing that could be exploited by detractors.
The merch mock-ups look very slap dash. No integration of the logo elements into the supporting design. It’s just a logo slapped onto a pre existing design template. (Hard to be critical here without knowing the full scope of work the agency was working to)
The SA map reference… better off not even mentioning it because it’s so obscure.


Overall, it’s a lot better than the raptor head, but still falls short of what a brand like AFC deserves. Fwiw, I think both our clubs missed an opportunity with our respective rebrands but as others have pointed out here, the punters will still buy the merch by the truckload.

Hot tip: hang on to any raptor merch you’ve got. In a few years it’ll have the tinge of ironic nostalgia to up it’s perceived value.

 

[bomberclifford]

That version is 1000% better than the coloured version. The feet still look clumsy though.

 

[baldandbroke]

Yeah its growing on me too - especially the more gold version

On iPhone using BigFooty.com mobile app

This is even worse imo ...



It's just so ... confused.

 

[Cromulant]

I didn't even know we were flicking Crowmania..... now that IS a good decision

 

[Golumless]

It cleared the super low bar of the raptor at least.

I don't hate it. Tad too angular/geometric for my taste but it could be worse.