News New Suns logo and guernsey leaked

[Mr Eagle]

I was in the briefing session last night. the reason why there's no gold coast in the logo is because people already associate our club with being from the gold coast, so they wanted to build a strong brand around the suns. they mentioned GWS, and how they pivoted their brand away from greater western sydney, since no-one associates themselves from being from greater western sydney, they say they're from Parramatta or Blacktown, etc. GWS only has the G and Giants in their logo as that's the brand they want to push and be known as, so similarly for the suns there wasn't a strong need to keep the gold coast in the primary logo. they did show some other variants of the logo that do include gold coast in it that they can use from time to time.

"The Giants pivoted away from "Greater Western Sydney" because it was an overly-long made-up descriptor of the region that no one personally associates with or feels anything for... so we're going to do the same thing for the completely opposite reason.”

I would have understood an argument that they're struggling to differentiate themselves from the Titans in people's minds when someone says "Gold Coast", so they want to make the Suns name more prominent. But removing the GC name altogether from your primary logo just screams lack of civic pride.

(I do also find Hawthorn's logo annoying on this issue, but they can at least argue that their fan base has gone way beyond the suburb)

 

[Heardy_101]

I was in the briefing session last night. the reason why there's no gold coast in the logo is because people already associate our club with being from the gold coast, so they wanted to build a strong brand around the suns. they mentioned GWS, and how they pivoted their brand away from greater western sydney, since no-one associates themselves from being from greater western sydney, they say they're from Parramatta or Blacktown, etc. GWS only has the G and Giants in their logo as that's the brand they want to push and be known as, so similarly for the suns there wasn't a strong need to keep the gold coast in the primary logo. they did show some other variants of the logo that do include gold coast in it that they can use from time to time.

Imagine being based on the Gold Coast, and calling yourselves the Gold Coast Suns (sorry SUNS) but being worried that people are going to associate your club with being from the Gold Coast....

I've never been so speechless in my life.

 

[Heardy_101]

I want to like the rebrand, I really do. It gives a glimmer of hope.

I'm digging the alternate / clash jumper, especially if it's going to be work with blue shorts.

But yeah, it's a struggle to actually want to like what they've done.

 

[exile]

Imagine being based on the Gold Coast, and calling yourselves the Gold Coast Suns (sorry SUNS) but being worried that people are going to associate your club with being from the Gold Coast....

I've never been so speechless in my life.

I may have repeated the wording a bit wrong, but it was not because we were worried about being from the gold coast lol. implied that GWS pivoted away from the location in their branding because no one knows what it is, we found the suns branding stronger and decided to focus on that. other logos in the AFL don't specify where they are or what their team name is so i don't see how it's much different tbh

 

[Boyohboywowwee]

according to mitch cleary, jumper on the right is the ‘alternate’ jumper
View attachment 2165658

What is that? What was that?

 

[SUNS]

I may have repeated the wording a bit wrong, but it was not because we were worried about being from the gold coast lol. implied that GWS pivoted away from the location in their branding because no one knows what it is, we found the suns branding stronger and decided to focus on that. other logos in the AFL don't specify where they are or what their team name is so i don't see how it's much different tbh

Watch a game on tv. How often do you hear a commentator say ‘The Collingwood Magpies’ or ‘The Essendon Bombers’

Now watch one of our games. All you hear is ‘The Gold Coast Suns’.

Have always wondered why that is

 

[EconomicDecline]

Why are they the third team with red, yellow, blue (let’s not split hairs about navy, maroon, etc)?

They should have dumped the blue and gone with white.

Braindead branding.

 

[Pappagallo]

according to mitch cleary, jumper on the right is the ‘alternate’ jumper
View attachment 2165658

It looks like the logo on the home jumper has fallen off and this is the glue residue that’s left behind. It’s a fail and I reckon they’ll change it to a gold logo pretty quickly, just like the AusKick jumper leak.

The clash looks pretty slick though especially with the blue shorts.

 

[fargothegreat]

according to mitch cleary, jumper on the right is the ‘alternate’ jumper
View attachment 2165658

That monogram just had to be yellow. Still would've been a pretty uninspiring jumper, but at least it would have been legible.

 

[fargothegreat]

Why are they the third team with red, yellow, blue (let’s not split hairs about navy, maroon, etc)?

They should have dumped the blue and gone with white.

Braindead branding.

Their new red and yellow are actually pretty unique. The navy blue is where it gets a bit too similar to the Crows, but I'd say it'll only be used sparingly.

 

[Boyohboywowwee]

Why the hell navy shorts on the clash? Because the afl are not going to let them wear that v giants and lions. They needed to be yellow

 

[grimface_87]

Watch a game on tv. How often do you hear a commentator say ‘The Collingwood Magpies’ or ‘The Essendon Bombers’

Now watch one of our games. All you hear is ‘The Gold Coast Suns’.

Have always wondered why that is

I assumed because you wanted it that way?

 

[Mr Eagle]

Why the hell navy shorts on the clash? Because the afl are not going to let them wear that v giants and lions. They needed to be yellow

I'd need to see it live, but I think it would be ok in both those situations. And it might just pave the way for West Coast to ditch white shorts too

 

[SUNS]

I assumed because you wanted it that way?

View attachment 2165673

Same thing though. Proves my point. Why do we have the full clunky name, but not Gold Coast or The Suns

 

[Barrybran]

It's the real jumper

Interesting

 

[lake81]

It feels like two diffrent teams to me, one is all red the other is yellow and blue neither of them seem to be from the Gold Coast. Why not include the yellow in the home strip and a little red in the away? Make the branding feel like a complete entity maybe?

 

[The_Todd07]

I wonder if at any point in the process anyone at all thought "what if we don't just slap the logo on the jumper"

 

[Barrybran]

according to mitch cleary, jumper on the right is the ‘alternate’ jumper
View attachment 2165658

I don't mind the yellow jumper. I think that is an improvement on their away jumper at least. The red on red is training jumper vibes.

 

[Lion_LegacyXL]

Whoever designed the home kit needs to go back and learn design principles. It's literally the first thing you learn when studying design/visual communication. It desperately needs contrast.

 

[Gibbsy]

Why the hell navy shorts on the clash? Because the afl are not going to let them wear that v giants and lions. They needed to be yellow

Why not? Haven’t we all seen from the AFLW that shorts don’t actually need to be overly different when preventing a clash?

It’s the jumper colour that does the heavy lifting in these situations. Navy vs maroon or navy vs charcoal in the shorts is totally fine if you have a contrasting guernsey colour.

That said, I don’t love the idea of yellow vs orange. All I’m saying is that it wouldn’t make a notable difference whether that yellow was paired with navy shorts or white shorts.

 

[Stottzy]

I wonder if at any point in the process anyone at all thought "what if we don't just slap the logo on the jumper"

I wouldn't have minded had they did. Liverpool/Man United have plain red shirts historically. The Logo grows on you, but barely visible in the middle of the jumper looks terrible. Strong red with same logo but gold, handkerchief pocket size on top left would be great.

 

[Fizzler]

The red on red thing simply cannot be real

Shades of Essendon’s last clash jumper with the impossibly thin outline, or Richmond’s preseason jumper this year which was literally just plain yellow. As a full time home jumper it’s quite literally insane.

 

[Fizzler]

Nice, I just assumed it was just port and starboard but little nods are always nice. Still, superfluous for the brand ultimately it was the right decision to drop them.

I'd argue yellow is far more integral to the Suns brand.

You could make the case that yellow is relevant colour in their whole scheme when it comes to the club name.
Gold = gold (duh)
Coast = sand = yellow
Sun = typically depicted as yellow
Red on red is cool, but a club called the Gold Coast Suns can’t not incorporate a good bit of yellow, right?

 

[wormy]

I was one of the few who actually liked the logo and saw the vision.

But this jumper release has undone any positive feelings I have for them. This was the chance for the team to make something timeless, but both the home and the away are incredibly uninspired.

Like an all red jumper with a gradient? Wtf. Did the marketing agency have any prior concept of graphic design in Australian rules football or its history?

I know the team will claim that they are doing something unique and 'fearless', but it's almost like they completely disregarded which home jumpers are iconic and timeless in the AFL and the reasons why they are timeless.

In this case, 'fearless' seems to be a concept espoused by the GC marketing team to shield themselves from the intending media backlash for releasing a soulless plain red jumper with a gradient on it, rather than a value which is actually followed by the football team.

One of the unique aspects of the Gold Coast identity was the light blue, which was unique amongst all clubs, they've seemingly dropped that entirely in favour of a dark blue, which is one of the most common colours in the AFL. Likewise, the yellow, which was previously their only element of design on the jumper with the yellow sides.

I'm lost for words how poorly this is done.

 

[Pappagallo]

OK Gold Coast you’ve had your fun.

Cheesybite this iSnack 2.0 already.