Aussie Rules teams are no different from those in the NRL or other leagues like the English Premier League. 

The logo reinforces the brand; it's what the fans wear on replica jerseys and printed on scarves and banners throughout the stadium. The obvious benefits lie not just at the base level; there's also a psychology behind some of the brands, including the colors used and the symbolism of animals or images that adorn them. 

Big Aussie Brands

If a quality brand has an average logo, over time, it can surpass the importance of a logo. Once a brand, or in this case, an AFL team, becomes so notable in Aussie culture, its logo can sometimes play second fiddle. 

However, if we look at this from the opposite angle, an iconic brand and logo can sometimes be the catalyst for success. We only need to look at some of the most iconic Australian logos to see how important they can be to a company's visibility. 

Some of these logos are instantly recognizable. They immediately drive home the brand. We know who they are, and the moment we see them, we know what they stand for. We might not know the specifics of how they run, when they were first established, or who currently runs the company. Still, the brand immediately makes a psychological connection, which is the ultimate goal for those who work in brand marketing. 

Importance Of Logos In Sport

Some sporting logos have become hugely profitable ideas for sports organizations. At the same time, the AFL has substantial hardcore support within Australia; it doesn't quite have the international crossover appeal that soccer does, or even the NFL to some extent. If you want an example of how essential logos are in sports, you don't need to look any further than the New York Yankees. 

Even if you don't watch baseball, you'll have encountered the logo at some point. Not only did it become the most recognizable logo in American baseball, but it became internationally renowned as a fashion logo. Iconic American film director Spike Lee first explored rebranding baseball caps as fashion items in multiple colors rather than solely that of the team.

Personally, I don't watch baseball, so I couldn't tell you the first thing about it. However, if I came across a Yankees cap or logo, I'd immediately know the team and sport it is associated with. Millions of people could say the same thing, showing just how game-changing the right marketing strategy and logo can be.

Logo & Emblem - The Extension Of A Team

Logos aren't just something for fans to put on scarves and hats in the stadium—they go far beyond that. They're an extension of what the team stands for and the ideals it represents. That's why they can be a big talking point for AFL fans whenever a team looks to change its logo and colors. 

We hope we're not talking too out of turn here, but the Suns' logo has often ranked as one of the lower-quality logos—that is, unless you support them, of course. News that they'll be revamping their logo and jerseys for the 2025 campaign will come as welcome news for Suns fans who feel that a change is needed after nearly 14 years of the same logo. 

Although logos are a more pressing issue for those who support the club, for obvious reasons, those in charge of steering the design in a different direction don't just need to consider them from an aesthetic perspective; they must also get them right from a marketing perspective. 

Final Thoughts

Unlike other sports, logos in the AFL weren't used in any sort of official capacity. Obviously, as times change and other sports recognize the importance of logos, more AFL teams have tried to adapt their changes to a global, international sporting culture. The fact that the AFL has remained quintessentially Aussie helps keep the importance of a logo and a brand on a level playing field. 

Soccer in England is an example of a sport that started with its roots in traditional communities and as an extension of the towns or cities where it is based. As it became truly global, the logo represented the new billionaires and businesses that owned the club. It's unraveled into a scenario where those owners believe that hiking up prices and using the club as a personal ATM is the new norm in soccer. It revolves around a logo that helps sell shirts- nothing more. 

So, while logos are essential in reinforcing AFL brans, we should count ourselves lucky that we haven't had to experience this type of hyper-capitalist approach to sports as an extension of our Aussie communities and roots. While many fans might be nonplussed at the importance of logos, plenty would disagree. We believe they're a vital arm of the club's marketing and overall perception in the wider AFL community.