AFL women's league launches 'W' logo

Arvind Hickman
By Arvind Hickman | 19 September 2016
AFL Women's League logo

The AFL has unveiled a logo for the launch of its national women's league next year. The logo, developed by Push Collective, cleverly incorporates the four goalposts with the goal square into a 'W' shape.

The 'W' mark will feature prominently in all marketing of the league, which launches with eight teams from around the country. 

The new brand mark was revealed in a short launch video, also created by Push Collective, that features many of the league’s star players.

“The launch of AFL Women’s is a milestone in Australia’s sporting history," Push Collective executive creative director Ken Shadbolt says. 

"Our team was determined to create a brand identity that expressed a new perspective on the game and its traditions – an identity that encapsulates both the familiar and the progressive nature of the elite women’s style of play."

AFL marketing manager of Brand, Jemma Wong says the logo is a historic moment for the AFL brand.

"We wanted to create something that was bold, future-forward and modern, but resonated strongly with the players and fans of AFL Women’s. It also needed to be designed for digital environments and small screens as well as carrying weight in traditional media," she says.

AFL Women's League logo colours

The AFL Women’s brand positioning is ‘See What We Create’ - designed to place athletes at the heart of the brand and build a league for future generations.

"We consulted with the Football Advisory Group, shared this work with clubs and players and worked closely with Push Collective to create a contemporary design that was powerful and aspirational. We are delighted with the results delivered by Ken Shadbolt and his team," Wong adds.

The logo was on display at a billboard near Flinders St station today.

AFL Women's billboard

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