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Sydney Swans

New Blood

Commonly misperceived as a sunny beachside city, Sydney is everything but what the rest of the world thinks. It might look relaxed, but its work ethic is gruelling. The people might seem lucky, but that luck is born from grit and determination. Sydney’s enemy isn’t another team, or another city, it’s the perceptions that the rest of Australia have of them. So, when it came to redesigning the brand for their most iconic sporting team, the Sydney Swans, we needed to create something that embodied the city itself, and gave its people something they could rally behind.

What resulted was a new identity that respected history, spoke instantly to the fans and embraced the future of football in this country. The new swan reflects the city of Sydney’s grit and determination. Subtle details throughout the logo give a nod to the club’s history, with the iconic Sydney Opera House seamlessly blended into the feathers. The removal of the word Swan allowed the brand to shift away from just the game of football, and be a true representation of place. The new brand launches in time for the 2021 season, alongside refreshed apparel by the club’s expanded partnership with Nike who are now the Official Apparel and Footwear Partner of both the Sydney Swans and the QBE Sydney Swans Academy.

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