ACT Brumbies (Rugby)
While the Brumbies name does a good job of reflecting the region, the illustration falls short and in combination with the slab typeface feels overly influenced by 1980s American college sport designs. Considering how frequently horses appear in football club crests, this one is a real letdown.
Name 5
Colour 4
Creativity 1
Emblem 4
Typography 1
Technical 2
Illustration 2
Score 54.29%
Adelaide Crows (AFL)
If you were to type “Crows Football Club” into any free image library, we imagine this image would be the first result. The colour scheme and overly American-style design give it a dated feel reminiscent of the 1990s. And we don’t mean the cool Cobain 90s. This one’s more reminiscent of the tacky TV graphics from that era. Overall, it feels cheap and lacks originality.
Name 5
Colour 1
Creativity 2
Emblem 4
Typography 2
Technical 1
Illustration 2
Score 48.57%
Adelaide United (A-League)
Sorry team, but this crest is in desperate need of a refresh. The only redeeming feature is its name. Poor execution, a misshapen crest, a confusing comet and oddly drawn stars make this a real clunker. Sorry, Adelaide, but it’s time to hit the brakes and schedule an appointment with a brand designer immediately.
Name 5
Colour 1
Creativity 1
Emblem 1
Typography 2
Technical 3
Illustration 1
Score 40.00%
Auckland FC (A-League)
Borrowing heavily from Inter Milan, Auckland FC’s new crest is off to a strong start. It’s nicely balanced, with nods to the ‘knight’ theme and the team’s striped kit design. The colours are great too, complemented by a clever use of type, including the ‘hidden’ ‘A’ forming the top of the shield.
Name 5
Colour 5
Creativity 4
Emblem 4
Typography 3
Technical 4
Illustration 4
Score 82.86%
Brisbane Broncos (NRL)
A cool alliterative name is all undone by a clumsy illustration that’s completely disconnected from the type. The dyslexic reverse order of the nickname followed by the name seems odd too. Sorry Brizzy, but this is lazy clip art at its worst.
Name 5
Colour 4
Creativity 1
Emblem 4
Typography 2
Technical 3
Illustration 2
Score 60.00%
Brisbane Lions (AFL)
Why do clubs feel the need to include a written reference to their nickname when it’s so clearly part of the visual design? The dated typography and poorly executed illustration make this one feel like it’s been cut and pasted from an 80s image library. Considering the plethora of lion-themed crests worldwide, this one might be the worst of the lot.
Name 3
Colour 1
Creativity 0
Emblem 3
Typography 2
Technical 3
Illustration 1
Score 37.14%
Brisbane Roar (A-League)
Despite the generic name, the overall design of the crest has some intriguing elements, particularly the reversed ribbon shadowing, which adds depth to the otherwise flat illustration style. We believe the design would have been more successful if the strokes around the lion were removed, allowing it to work better when reversed or printed in black and white.
Name 1
Colour 5
Creativity 3
Emblem 2
Typography 4
Technical 4
Illustration 4
Score 65.71%
Canberra Raiders (NRL)
So many questions here. Why are they called the Raiders? And why is their symbol a Viking? Putting aside their morally questionable name and symbology, the illustration is well drawn. Plus, the typography looks nice and neat, but points are deducted for the lack of connection between the badge and the typography.
Name 1
Colour 4
Creativity 2
Emblem 0
Typography 3
Technical 4
Illustration 4
Score 51.43%
Canberra United (A-League)
The strange hierarchical choice of highlighting “united” over “Canberra”, cheap colours, unclear metaphors, and a general lack of balance really let this crest down. Additionally, the image inside the crest is confusing — does it represent “United”, Parliament House or something else? We were also disappointed that none of the city’s beautiful deco or brutalist design aesthetics made the cut, as these could have better ‘cemented’ the crest’s ties to Canberra.
Name 5
Colour 2
Creativity 1
Emblem 2
Typography 2
Technical 4
Illustration 2
Score 51.43%
Canterbury-Bankstown Bulldogs (NRL)
This is another letdown. Why is there no reference to the area, and why repeat the nickname in written format when it’s already visually represented? Although we appreciate the hand-drawn type at the bottom, the type at the top feels super generic. The badge shape is uninspiring, while the illustration is passive and therefore lacks excitement.
Name 4
Colour 4
Creativity 2
Emblem 3
Typography 1
Technical 4
Illustration 1
Score 54.29%
Carlton (AFL)
The Yankees pioneered the iconic use of type as art. And while we love the simplicity and design aspiration, the execution could be better. The lack of symmetry and strangely truncated letters make this badge feel a little awkward. It’s a solid badge though and looks great on one of the best jerseys in Australian sport.
Name 5
Colour 5
Creativity 3
Emblem 4
Typography 2
Technical 4
Illustration 3
Score 74.29%
Central Coast Mariners (A-League)
There’s a retro charm to this crest, but the type and use of the dated ball let it down. While we like the concept of the wave, it needs a better execution that integrates more with the type. We were also disappointed there was no room for a cheeky palm.
Name 5
Colour 4
Creativity 3
Emblem 4
Typography 1
Technical 3
Illustration 3
Score 65.71%
Collingwood (AFL)
Collingwood should be applauded for retaining their name, proving once and for all that you don’t need to ditch your roots to achieve popularity. We also value the choice to retain some of the historical elements within the badge, however, the passive positioning of the poorly drawn magpie could be improved. The challenge for a club of this size is to leverage its past while achieving Juventus-style iconoclasm.
Name 5
Colour 5
Creativity 2
Emblem 4
Typography 3
Technical 4
Illustration 2
Score 71.43%
Cronulla-Sutherland Sharks (NRL)
The dynamic movement of the shark is clever, and the illustration is well-drawn. However, the typography and unnecessary double-up of including the nickname in written format date the crest. With a few tweaks though, this crest could easily be modernised to feel more relevant to today’s world.
Name 4
Colour 4
Creativity 4
Emblem 4
Typography 0
Technical 3
Illustration 4
Score 65.71%
Dolphins (NRL)
Another crest that lacks any reference to its location and simply repeats the club’s nickname. The design clearly takes its cues from the Rabbitohs with a splash of Miami thrown in, and although the artwork is well executed, it still feels generic. Surprisingly, for something so new, this already feels a little outdated.
Name 0
Colour 4
Creativity 2
Emblem 4
Typography 0
Technical 4
Illustration 4
Score 51.43%
Essendon (AFL)
This crest has the potential to be outstanding — a strong symbol that represents the area well, with bold colours, and a dynamic design. However, the truncated badge gives it a slightly squashed appearance. A slimmer triangle with a smaller label would make this crest feel more sophisticated. Additionally, increasing the contrast could make the design stand out more from a distance.
Name 5
Colour 3
Creativity 4
Emblem 4
Typography 3
Technical 3
Illustration 3
Score 71.43%
Fremantle (AFL)
While we appreciate minimalism, the lack of refinement and strange choice to not include an ‘F’ in the logo are peculiar. Sadly, the results are more reminiscent of a slightly upscale fish and chip shop instead of a football club. Fremantle might do better by taking inspiration from the Western Sydney Wanderers or Melbourne Demons.
Name 4
Colour 4
Creativity 2
Emblem 3
Typography 1
Technical 4
Illustration 2
Score 57.14%
Geelong Cats (AFL)
Once again, another club underestimates its fan base by feeling the need to include the word ‘cats’ underneath an image of a cat. This is a shame, as the rest of the crest is quite strong, particularly the clever use of negative space to draw the cat. The only negative is that we think the cat should look a little fiercer.
Name 4
Colour 4
Creativity 5
Emblem 3
Typography 2
Technical 3
Illustration 4
Score 71.43%
Gold Coast Suns (AFL)
This crest is a mess. It completely misses the mark by not including the location, and the typography is just awful. The inclusion of their written nickname makes it look more like a rice brand than a football club. This is a shame because there’s so much potential in this theme — just look at Japan. Please delete and start again.
Name 4
Colour 4
Creativity 0
Emblem 2
Typography 0
Technical 3
Illustration 0
Score 37.14%
Gold Coast Titans (NRL)
Despite the lack of connection between the Gold Coast and Titans, this badge is surprisingly good. For once, the type and image are well connected, and the symmetry and colours are complementary. It still has a very American feel, but if any city could pull this off, it’s the Gold Coast.
Name 2
Colour 4
Creativity 3
Emblem 1
Typography 3
Technical 5
Illustration 4
Score 62.86%
GWS Giants (AFL)
What is this? What does it even mean? Who, where and what does it represent? ‘G’s are some of the most beautiful letters in the alphabet, but this ‘G’ just doesn’t hit the mark (pun intended). The choice of name doesn’t help either, sounding more like a street directory than a football club. Sadly the type feels disconnected, while the overall design lacks symmetry. No! No! No!
Name 0
Colour 3
Creativity 0
Emblem 0
Typography 0
Technical 4
Illustration 0
Score 20.00%
Hawthorn (AFL)
Newsflash! You don’t need to write your nickname if the image is already represented in the crest! Unfortunately, this oversight lets the crest down. It’s a shame because the hawk is quite well illustrated and nicely hints at the striped jersey. Remove the written nickname, and this badge is a belter.
Name 5
Colour 4
Creativity 3
Emblem 4
Typography 1
Technical 4
Illustration 4
Score 71.43%
Macarthur FC (A-League)
While this design isn’t terrible, we believe there’s so much more potential to explore for a more cohesive and visually impactful result. For instance, could the silhouette of each side of the bull also depict a person kicking a ball? Given the bull almost forms a crest shape, we’d also consider removing the outside shield altogether and constrain the type within the width of the horns.
Name 5
Colour 4
Creativity 2
Emblem 4
Typography 2
Technical 4
Illustration 3
Score 68.57%
Manly-Warringah Sea Eagles (NRL)
While the illustration is well crafted, this crest is let down by the same issues we’ve seen countless times before. Sadly, the duplication of the nickname, along with the upside-down hierarchy of the location appearing after the nickname, and the disconnected type and image, are all disappointing.
Name 4
Colour 4
Creativity 2
Emblem 4
Typography 1
Technical 3
Illustration 4
Score 62.86%
Melbourne (AFL)
The use of type as art iconography in this crest works really well, and the integration of the type and shield shape is well executed. If anything, the type at the top cheapens the badge a little and feels overly dominant compared to the elegant design that incorporates the club’s initials. This one feels like it could benefit from further refinement with less being so much more.
Name 5
Colour 3
Creativity 3
Emblem 4
Typography 2
Technical 3
Illustration 4
Score 68.57%
Melbourne City (A-League)
This design serves as a fitting metaphor for Melbourne City in that it’s hopelessly devoid of any connection to an actual location. While the design is generally visually appealing, the symbols are all over the place. A whale, sheep, cattle, and ship wedged between the English flag and a royal crown? Sorry City, but this screams Manchester, not Melbourne.
Name 5
Colour 3
Creativity 1
Emblem 1
Typography 4
Technical 4
Illustration 4
Score 62.86%
Melbourne Rebels (Rugby)
This feels a bit mean after what’s happened to the club, but this badge is a mess. With awkward kerning and weights that won’t work in small spaces, the typography appears stuck in a time warp. Melbourne is one of the world’s coolest cities, yet the inverted hierarchy suggests they’re almost ashamed of it. There’s also zero connection between the type and the shield. And as for the star symbols, what’s the message here? How do they relate to the location and name? The name itself is just another generic meaningless modern label. The only thing rebellious about this is the litany of broken design rules.
Name 1
Colour 1
Creativity 0
Emblem 0
Typography 1
Technical 1
Illustration 1
Score 14.29%
Melbourne Storm (NRL)
Let’s take a step back and imagine the kickoff meeting. Six blokes sit down to brain ‘storm’ the best attributes of Melbourne, and their answer is... the weather? Unfortunately, the ridiculous name is compounded by the poorly executed illustration. The general lack of symmetry and inverted hierarchy of the name all make this one thunderously bad.
Name 1
Colour 3
Creativity 0
Emblem 0
Typography 1
Technical 1
Illustration 0
Score 17.14%
Melbourne Victory (A-League)
While we love a good pun, the use of ‘Victory’ has the same gravitas as a glass of milk. Unfortunately, the upside-down hierarchy only highlights this oversight. The clumsy typography with its bleeding shadows also seems underdeveloped and a far cry from Melbourne’s sophisticated local design aesthetic. Reminiscent of the AFL state-of-origin jerseys, the big “V” can be iconic, but overall, this crest is in desperate need of a cleanup.
Name 1
Colour 3
Creativity 2
Emblem 3
Typography 1
Technical 3
Illustration 2
Score 42.86%
Newcastle Knights (NRL)
This one’s pretty forgettable too. While the name has a nice alliteration, it lacks any real connection to the area. The Trump-like red ribbon at the top reminds feels a bit disconnected, while the helmet looks generic and uninspiring. Overall, it lacks energy, angles, and interest. They could take some inspiration from Auckland FC or the Gold Coast Titans. Also, omitting the location and unnecessary repetition of the word ‘knights’ under the knight icon just adds to the mess. Sorry, Newy, but this feels cheap and poorly executed.
Name 2
Colour 3
Creativity 0
Emblem 3
Typography 1
Technical 3
Illustration 1
Score 37.14%
Newcastle United (A-League)
This crest has some strong elements, but it could benefit from a bit of simplification to boost its appeal. Specifically, eliminating the redundant word “Jets” and the ribbon it rests on would make the design cleaner and more streamlined. Also, simplifying the shapes of the jets would enhance the overall composition and make it look tighter.
Name 5
Colour 3
Creativity 3
Emblem 4
Typography 3
Technical 4
Illustration 3
Score 71.43%
North Melbourne (AFL)
Despite being generally well executed, this crest still gives off an American clip art vibe. We should at least give them credit though for not including the word ‘kangaroos’. Additionally, the typography feels cheap.
Name 5
Colour 4
Creativity 3
Emblem 3
Typography 1
Technical 3
Illustration 2
Score 60.00%
North Queensland Cowboys (NRL)
North Queensland is one of the most beautiful places on the planet. Sadly, this crest is one of the ugliest. I mean, what is that star doing, and why is it placed under the type? This is not just bad design, it’s unreadable. Sorry Cowboys, but it’s time to delete this and start again.
Name 2
Colour 3
Creativity 0
Emblem 3
Typography 0
Technical 0
Illustration 0
Score 22.86%
NSW Waratahs (Rugby)
The most successful crest in Australian Rugby by a long shot. It’s well-balanced, simple, and expertly executed. The only minor gripe is the off-centred seam on the ball, which could have been either more off-centred or completely centred for better symmetry. NSW should also appear somewhere on the badge. Despite this, the label could be connected better to the logo, but the typography itself is solidly executed.
Name 4
Colour 2
Creativity 4
Emblem 4
Typography 2
Technical 4
Illustration 4
Score 68.57%
Parramatta Eels (NRL)
This crest gives off a cool retro vibe that harks back to Parramatta’s glory days of the 80s. There’s something really nice about the illustration too, but we think there’s room to better balance the design and give it a modern twist, while still retaining the retro charm. We also think not using the full shape of the eel to house the crest is a missed opportunity.
Name 5
Colour 4
Creativity 3
Emblem 4
Typography 3
Technical 4
Illustration 3
Score 74.29%
Penrith Panthers (NRL)
While this crest strives to be iconic and simple, we think there’s still room for improvement. The illustration is well-drawn, and the colour scheme is a step up from the chocolate of yesteryear, but there’s a disconnect between the type and illustration. Plus, the weird shearing on the “P” and “S” in the typography is off-putting.
Name 5
Colour 4
Creativity 3
Emblem 4
Typography 0
Technical 2
Illustration 3
Score 60.00%
Perth Glory (A-League)
Here’s a poser… were the Glory the first club to use a generic moniker in Australian sport? While the rising sun burst is a solid concept, its execution falls short, and the use of a patched soccer ball immediately dates the design. Additionally, the lack of contrasting colours doesn’t help. This crest is in dire need of a makeover.
Name 1
Colour 2
Creativity 1
Emblem 2
Typography 2
Technical 3
Illustration 2
Score 37.14%
Port Adelaide (AFL)
While we appreciate the minimalist type, this crest feels like a missed opportunity. The interlocking letters are cute, but it’s a technique we’ve seen countless times before. There’s nothing here that speaks to what the club stands for, its roots, or its fans. Black and white crests should be a cinch, but this one feels too safe and boring for our tastes.
Name 5
Colour 4
Creativity 1
Emblem 1
Typography 1
Technical 4
Illustration 3
Score 54.29%
Queensland Reds (Rugby)
They’ve taken on the impossible task of making a koala look fierce, and to their credit, they’ve almost pulled it off. But we found it strange there was no mention of Queensland. Instead, they’ve opted for ‘reds,’ which feels unnecessary given the colour scheme already speaks for itself.
Name 4
Colour 4
Creativity 2
Emblem 1
Typography 1
Technical 2
Illustration 3
Score 48.57%
Richmond (AFL)
Firstly, let’s celebrate the fact that this club didn’t feel the need to include the word “Tigers” in its crest. There are some strong ideas here—particularly the incorporation of the stripes. Despite this, we think the illustration could be enhanced further, while the connection between the name and badge could be improved.
Name 5
Colour 4
Creativity 3
Emblem 4
Typography 2
Technical 4
Illustration 3
Score 71.43%
South Sydney Rabbitohs (NRL)
This is about as iconic as it gets in Australian sport. We can’t think of another sporting brand that seamlessly intersects with the world of fashion branding and sports branding like this one. It’s become so iconic that you don’t even miss the lack of labelling and typography. While other clubs have been marked down for this, the Rabbitoh’s history has earned them this right. The execution of the illustration is also top-notch. Hats off to the Rabbitohs.
Name 5
Colour 4
Creativity 4
Emblem 5
Typography 0
Technical 5
Illustration 5
Score 80.00%
St Kilda (AFL)
This crest is beautifully symmetrical and thoughtfully designed. The evenly balanced ribbons on both sides of the badge and the circular elements in the name are delightful details (surely KFC are sponsors in waiting?). However, the prominent use of the crucifix is a strange choice. While the overall composition is effective, this decision feels a bit redundant given the clear religiosity of the name.
Name 5
Colour 4
Creativity 3
Emblem 0
Typography 4
Technical 4
Illustration 3
Score 65.71%
St. George Illawarra Dragons (NRL)
Back in the day, we adored this crest. Sure, it looks a bit dated and overly detailed now, but the clever use of negative shapes to denote depth is intriguing. The dynamic way it bursts out of the crest also adds to the drama. While the type could be improved, overall, this is a solid design.
Name 4
Colour 4
Creativity 3
Emblem 3
Typography 2
Technical 3
Illustration 4
Score 65.71%
Sydney FC (A-League)
While this is a big step up from their previous crest, you can’t help but feel they could have refined this more. The typography feels too generic and the unresolved shapes and shadows within the opera house weaken its impact when reversed or printed in monochrome. We also think the colour mixes could be cleaned up so they’re not so muddy.
Name 5
Colour 3
Creativity 3
Emblem 4
Typography 3
Technical 4
Illustration 3
Score 71.43%
Sydney Roosters (NRL)
There’s a certain charm to the motifs adopted by the foundation clubs of the NRL. One imagines they simply looked out the window, spotted the nearest animal and whacked it on a badge. Like many league clubs, this design borrows heavily from American sports brands. Points were deducted though for the redundant inclusion of the nickname below the logo. The typography also comes off as pretty generic and lacks quality, while the illustration itself could be improved. Overall, this design doesn’t really do a good job of reflecting the eastern suburbs of Sydney.
Name 4
Colour 2
Creativity 2
Emblem 1
Typography 1
Technical 3
Illustration 2
Score 42.86%
Sydney Swans (AFL)
The simple use of colour, the iconic ‘V,’ and the decision not to house it in a traditional crest are all commendable choices. However, we believe the illustration could have been further refined by fine-tuning the feathers to resemble the Opera House or by improving the alignment of the right eye. Additionally, the typography at the top feels somewhat underwhelming. From a technical standpoint, there’s also the question of how it would work when reversed.
Name 5
Colour 5
Creativity 4
Emblem 4
Typography 3
Technical 3
Illustration 3
Score 77.14%
Tasmania Devils (AFL)
Choosing ‘Tasmania Devils’ was a smart, albeit obvious decision. While the typography looks neat, ‘Tasmania’ might be too small to read in some formats, and the nickname above the logo is unnecessary. Given the famous cartoon character, the choice of illustration style might raise eyebrows at Warner Brothers. We also think the illustration lacks contrast making it hard to distinguish at a distance. We’re curious to see if they continue with the controversial ‘map of Tassie’ jersey design.
Name 5
Colour 3
Creativity 3
Emblem 5
Typography 2
Technical 3
Illustration 4
Score 71.43%
Warriors (NRL)
Sorry, Warriors, but you’ve managed to mishandle the Maori-inspired art — one of the world’s most elegant design aesthetics. This really should be a home run, but the clumsy execution and unfortunate colour choices let down the illustration. Additionally, the generic type within the nickname lacks refinement. Overall, this crest is truly disappointing.
Name 0
Colour 2
Creativity 1
Emblem 3
Typography 1
Technical 3
Illustration 2
Score 34.29%
Wellington Phoenix (A-League)
This one’s a beauty. The gorgeous typography, the clever placement of “FC”, the clearly defined colours, the perfect symmetry, and the classically illustrated phoenix, make this one of the finest crests in world football. Bravo, Wellington. The only negative is the over-prominence of the written nickname inside the crest.
Name 3
Colour 5
Creativity 5
Emblem 4
Typography 4
Technical 5
Illustration 5
Score 88.57%
West Coast Eagles (AFL)
Yet another badge featuring the unnecessary inclusion of their written nickname! While the eagle’s head is well-drawn, there’s zero connection between it and the typography. While the typography itself looks hastily slapped together. Overall, this crest comes off as rather amateurish.
Name 5
Colour 4
Creativity 2
Emblem 4
Typography 2
Technical 2
Illustration 3
Score 62.86%
Western Bulldogs (AFL)
No doubt the club was attempting to attract a wider audience and become more ‘universal’ by ditching ‘Footscray’, but the end result feels really generic. A bit of research into global giants like Barcelona or Liverpool would have shown that including a location doesn’t limit your appeal. The silly name, along with including the unnecessary nickname, dated 80s illustration, and disconnected typography, make this one a small step up from doggy-do.
Name 0
Colour 3
Creativity 1
Emblem 3
Typography 1
Technical 1
Illustration 1
Score 28.57%
Western Force (Rugby)
Yet another preposterously generic name holds this one back. Nonetheless, the concept of blending a black swan with a cyclone shape is intriguing. Unfortunately, the shearing of both the typography and the logo detracts from the overall composition, giving it an unbalanced feel. Additionally, the typography is too light, making it difficult to render well in digital or small printed formats, ultimately contributing to its generic impression.
Name 0
Colour 3
Creativity 2
Emblem 3
Typography 1
Technical 3
Illustration 3
Score 42.86%
Western Sydney Wanderers (A-League)
A peerlessly executed crest born from a faultless connection with their fans from the outset, along with a classy homage to football’s history in the area, makes this a standout winner. The simple yet sophisticated illustration exudes timelessness, while the typography surrounding the crest is elegantly understated. There’s no stigma with this crest. Bravo.
Name 5
Colour 4
Creativity 5
Emblem 4
Typography 4
Technical 5
Illustration 5
Score 91.43%
Western United (A-League)
The hilariously generic name and cookie-cutter crest give the impression it was concocted by a committee. Despite this, the ‘W’ could have been worse. In particular, we like how it forms its own crest shape. Overall though, the design cannot overcome the lack of location and identity in the name.
Name 0
Colour 4
Creativity 2
Emblem 2
Typography 3
Technical 3
Illustration 3
Score 48.57%
Wests Tigers (NRL)
Amalgamated clubs often end up with names that seem cobbled together to satisfy legal requirements rather than reflecting a well-thought-out brand strategy. Unfortunately, Wests Tigers fall into this category. While the illustration shows potential, it could greatly benefit from further refinement and better integration with the typography.
Name 1
Colour 5
Creativity 2
Emblem 4
Typography 2
Technical 5
Illustration 3
Score 62.86%