A few universal trends emerged across every code such as the adoption of simpler, cleaner designs as clubs emphasised clarity and flexibility across different platforms. Code-specific trends were also evident — most notably in how clubs treated nicknames. Global trends and the impact of social media also played a role.
Names were a big talking point as each code had its own slightly different naming conventions. Clubs that adopted nonsensical nicknames with no connection to the club were marked down. Examples ranged from ephemeral labels like “Glory” to morally questionable ones like the “Raiders”. Thankfully, no completely insensitive terms like some of the awkward names still in use in America were found. Nicknames that had real relevance to a club’s location, such as the Brumbies or the newly formed Tasmania Devils, were welcomed.
Another notable trend in club names was the redundant use of the nickname both in written form and as part of the visual identity. We considered this completely unnecessary and even patronising to fans. Clubs that employed this redundant strategy were marked down, as for us it detracted from the overall appeal and sophistication of their branding.
Another frustrating trend was clubs ditching their historical roots to attract a larger fan base. A quick look at the global success of powerhouse clubs in the Premier League, La Liga, NBA, or even closer to home like Collingwood completely debunks this strategy. While clubs should always strive to expand their popularity, there’s no evidence that abandoning their traditional location achieves this. What’s worse is that this strategy not only misses the mark, it also distances the brand from its historical roots, further alienating long-time fans. So whether they emerged in humble circumstances a century ago in working-class South Sydney or via an American billionaire in Auckland in 2024, we believe a club’s location and origins should be recognised and celebrated in its crest. As a result, clubs that strayed from this principle were marked down.
Not surprisingly, certain trends emerged across different codes. For instance, inspired by the success of the Rabbitohs, teams like the Panthers and the Dolphins opted for single-image motifs on their jerseys, foregoing the club name. While this approach has worked for the Rabbitohs as they’ve had the best part of a century to develop their brand, it poses challenges for newer clubs. It also becomes challenging for clubs to manage their brand as they need to be experts at knowing when to include the club name and when to let the imagery speak for itself.
Global trends have emerged too. One of the biggest has been the influence of the Yankee’s iconic badge. This badge (particularly when used on a baseball cap)has transcended the sport of baseball, evolving into its own mini-brand. Clubs worldwide, from Juventus to local examples like the Western Sydney Wanderers and Carlton, are taking notice and exploring similar branding strategies.
There was also a noticeable trend, particularly in the NRL and the A-League, of adopting American sports aesthetics. While popular, we believe this poses challenges for clubs to resonate with local fans.
The most significant global trend that’s shaping how clubs approach their design is the emergence of social media. The humble avatar used on most social media platforms is square, so any shape that sits outside of this ratio becomes hard to read. This has incentivised clubs to simplify their badges to ensure visual clarity even in small spaces. So everything from the name to techniques like line thickness and colour contrast are now simplified to fit into these contexts.