A quick look at when teams give their brand a refresh.
Old 2014-2024
New 2024I can't actually find anywhere to confirm if this change from orange/black to orange/maroon is a permanent change, or simply a variation they're using this season as part of their 20th anniversary.
I'm not the biggest fan of how the orange and maroon look side-by-side, but it does tie the team back to Queensland a little more which is something fans have wanted since the new crest was first introdcued a decade ago.
New 2026Ever since they were announced as an expansion team, they've been taking their followers through the "process" of working out their identity. Those posts, and the evidence of better names that were rejected, have now all been archived. They say they had over 10,000 submissions for name suggestions, and I'm 100% sure "Tempo" was not the most popular submission.
Somehow "Tempo" was the best they could come up with. Nothing that connects to the Raptors. Doesn't feel connected to Toronto or Canada either. It's just a word that starts with "T".
And then there's the logo…
It's incedibly generic, feeling more like a fan concept for an Indiana Pacers secondary logo, than the primary logo for the first Canadian WNBA team.
The dark maroon and light icy blue colour palette is insteresting, but it neither adds nor substracts from the identity as a whole.
Overall if feels like a name that would be at home in the new Unrivalled 3x3 comp, or the G-League, and a logo that's not worth of either of those. Big opportunity missed.
Old 1995-2024
New 2025Everyone, not just Saints fans, got nervous when reports of St Kilda updating their logo surfaced. It's not as though it is a spectacular logo, but it is beloved and has been their identity for 30 years.
Thanksfully they haven't departed too significantly with the redesign, with the most significant change being the "reduction" of the ribbon and swapping the motto fot eh year of establishment — which not everyone is a fan of. They've also updated the logo to include the full "St Kilda" name instead of "St K.F.C.", and thickened up the main outline which will help across smaller digital uses.
It's a clean refresh, refined enough to feel modern, yet similar enough to feel classic.
Old 2019-2024
New 2025The Suns had one of the worst logos in the AFL, generic and with bizzare serifs on the "U" and "N". The "GC" part had poential that they could have explored further as part of a redesign. I think for most a rebrand couldn't come fast enough…
Unfortunately they've failed. Spectacularly.
Aside from still being quite generic, they say it is a ball, and the sun, and the letter "S", and that the letters "G" and "C" are hidden in there too. Apparently.
It's also monochrome red, which in their wisdom they have desied to use on a solid red background both on their new jerseys, but also on wider branding across web and merch and everything in-between. Seriously, they are selling red merchandise with a red logo on it. I thought it was a joke.
They've also changed their shade of yellow to a fade shade, which just doens't work, and gone with a blue logo on a yellow jersey for their alternate strip.
They've completely fumbled their chance to embrace the strong, vibrant yellow and red palette they had before, and the opporunity to lean into anything remotely representing the Gold Coast.
It's work like this that genuinely makes me question the agencies these teams choose to work with.
Old 2010-2024
New 2025I've never liked the old Crows logo, it was weirdly unbalanced, the lack of contrast in the crow's head just turns it into a random spiky shape and anything other than relatively large sizes.
The new logo hasn't been without its critics, but I'm not really sure why, I think its a huge improvement. It calls back to their older logo, the colours are better, the overall blaance feels better, and it looks like a crow.
Probably my only critique would be the kerning on "Adelaide" just not feeling quite right, but thats a small thing.
Regular 2010
Special 2025As far as anniversary logos go this one ticks all the right boxes.
It takes their classic round logo from the 80 and 90s, updates it with the refined bulldog from their current logo, a simple ribbon, and the blue "CB" monogram shield that was their original logo back in 1935.
Keeping a version of this in 2026 rather than reverting back to the current sheild logo would be welcomed.
Regular 2003
Special 2025It's pretty simple, but it does the job. Dominated by the large "30", there is no reference to the Cowboys name, just the horns from their regular logo.
Might have been interesting ot see the "30" in the font they normally use for the "Cowboys" rather than the blocky sane-serif font they used.
They've also not render the horns in the navy/yellow/white that they've used on their logos for the last 20 or so years, instead they've gone back to the navy/grey/white version from their original logo.
Old 2014-2024
New 2025When the Melbourne Tigers rebranded as Malbourne United a decade it wasn't the most popular decision. Honestly I still don't entirely understand it given that the Tigers were an iconic part of the NBL for so long.
The new logo is a little more grown up, they've refined the "M" icon, fully introduced the brighter cobalt blue what they'd already been using in brand elements and jerseys for a few years, and dialled up the prominence of the "United" name (I never liked how it was abbreviated as "Utd." on the original logo).
They've also included a representation of Bunjil (a wedge-tailed eagle, pays respect to First Nations peoples, particularly the Wurundjeri Woi-wurrung people) at the bottom of the new logo (and also a version as a standalone secondary logo), which to be honest you're probably going to miss unless you read their marketing material on the brand refresh.
New 2025Unlike Toronto, Golden State chose to go with a name and overall vibe that aligned with their borther-team the Warriors in the NBA.
They made it their own with the V-shaped crest and distinct black and lilac colour scheme. I really expected them to use the same colours as the Warriors, but the black/lilac is quite nice.
Overall the stretch of the Valkyries name and the logo really drive home how poor Toronto's newly revealed effort is. But not to be outdone, the Valkyries reveleaed their inaugral jerseys, and tried to go with the "big logo in the middle" approach of the Warriors and it doesn't really work. The combo of big central logo, sponsor centered below, and number off to the side makes them look a bit haphazard. Maybe they could have tried to work the number into the logo like the Warriors do, but it would have been cramped, a better option would be to have not included the full logo (the wordmakr on its own is strong enough), and instead used the logo as a more subtle design element.
Also don't really like the white trim on the black jersey. I would have gone full lilac-on-black, and lilac-on-white (or maybe black-on-white) for the two jerseys. They've still got their third jersey to reveal at a later date, so fingers-crossed they are a completely lilac jersey with black trim and details.
Old 2019-2023
New 2024The Jets are going back to the futrue with their new look, revealing this new logo alongside their throwback-inspired uniforms for 2024 and beyond.
The logo is a tightened-up version of the log they used from the late 70s through the mid-90s.
New 2024Honeslty, revealing the logo for the 19th AFL team a full 4 years before they are expected to join the league seems like slightly jumping the gun, but here it is!
They've said that "’brushstroke’ style represents the culture of craftsmanship", "helps create a ‘windswept’ effect" and "represents our vast and rugged native wilderness" ... which to me sounds like the sort of thing marketers make up once they're presented with the design.
It's definitely a unique look in comparison to the other AFL teams, which isn't necessarily a bad thing, and at the very least they didn't mess around with the colours and gave us the green, yellow and red (or myrtle, primrose and rose, if you prefer) we all expected.
But it does feel quite busy, and in a landscape where so many team logos are being pared back to work in smaller — digital — applications, this one goes in the opposite direction. Without a distinct, recognisable silhouette its mostly disappears on darker backgrounds (like their jumper), and on light backgrounds looks more like a green tornado than a devil ... but maybe that isn't entirely accidental.
Also unveiled was their inaugural jumper, which is essentially the exact same myrtle with yellow map of Tassie and a red 'T' that other Tasmanian rep side have been using for years, just with a slightly more simplified/geometic map of Tassie, it's ok, but I kind of wish they'd done something different.
Overall it feels like an easy opportunity has been missed to craft a Tassie Devil logo that fits perfectly into the distinctive shape of Tasmania, but they won't take to an AFL field until 2028 so there's always time to tinker...
New 2024The A-Leagues newest team have released their identity and their inaugural kit. Auckland were announced as the 13th A-League side in November 2023, and are set to join the A-League Men in 2024/25 and thent he A-League Women in 2025/26.
There are pieces of hidden meanign incorporated into the logo including the 'A' at the top, which also forms a peak which they say is a nod to Rangitoto Island, and if you look hard enough the sheild as a whole kind of makes up a knight's helmet which is to go along with their semi-unofficail moniker of the "Black Knigths".
However they probably could have gone with a slightly more obvious depiction of a knight, as even I missed that until I read about it...
Old 2018-2023
New 2024Fresh off back-to-back WNBA Championships the Las Vegas Aces have completely uncessarily refreshed their brand.
The Aces have had one of the best colour palettes in the league with their 'very Vegas' black/gold/red, and ownership has decided "nah, let's just make them black and grey".
You might ask why, and that's fair, I think most people are, but the reason is simply because their owner Mark Davis also owns the Las Vegas Raiders of the NFL. I didn't say it was a good reason.
It does look like they might still keep a red jersey in their rotation for the coming season which is one small thing to cling to I guess.
Maybe more interestingly this returns the team to the colours they wore from 2003 to 2017 while they were the San Antionio Stars/Silver Stars.
Old 2015-2025
New 2024I had been very worried that the Clippers were going to move into their massive new shiny arena next season with their currently awful brand, thankfully that's not the case.
They have returned the nautical imagery to their logo set ... yes Internet, a Clipper is a ship, it's shocking how many basketball fans, even Clippers' fans apparently didn't know that.
The front-on angle of the ship they chose for the primary logo is a little odd, but it is at least a ship, and there is also the compass elemetns that they're worked into each of the logos in the new set.
Along with the logos they've also refreshed the jerseys, reinstating a modernised-version of the classic 'Clippers' script across the chest, and an updated colour set with a new darker blue, red, and a lighter/brighter blue as a highlight colour. I do wish they've gone with baby blue and and a more orangey-red, but can't win 'em all.
Old 2013-2024
New 2025The club are insisting that despite this new design leaking that they aren't changing their logo, simple 'securing designs for other future uses'.
This new logo calls back to the design they used briefly in the early 80's, but it hasn't been super well received by fans who prefer the current logo — a version of which has been in use continuously since the early 70's with the exception of the aforementioned early 80's Cherries badge.
The skeptic in me says that they fully intened for this to be their new logo and furiously backpeddled when it leaked to less than favourable reviews.
As someone with zero attachment to the club? I actually kind of like the leaked logo...
Old 2020-2023
New 2024Having only tweaked the colours and simplified their logo back in 2020, the Canberra Raiders have taken it a step further with this latest iteration.
The navy is more saturated, as is the much deeper green — although the old green feels more classic 'green machine Raiders' to me.
The overall silhouete is near identical but everything has been simplified, less strokes, less jagged beard bits, less detail on the viking helmet.
It's a decent update that definitely helps its clarity at smaller sizes.
Old 2016-2023
New 2024The old logo was feeling a little dated, and a little like the Firefox logo if we're being honest. The new logo is really simple, it keeps the same 'firebird' but reduces it to a single-colour silhouette.
I can see the direction they were taking, but it feels like a miss. The logo now kind of looks like a purple venus fly trap.
I think there is probably a good logo hidden somewhere in-between these two, that has the modern simplicity of the new logo but the 'fire' of the old one.
Old 2003-2023
New 2024Having last updated their logo when they returned as a solo enetity after their "Northern Eagles" joint-venture with the Bears fell apart at the end of 2002, the See-Eagles were probably overdue for a refresh.
Like most other recent rugby league logo updates, this one again seems driven by a goal of simplifying things to work at smaller sizes. Gone is the full in-flight sea-eagle that they've used in some shape or form for most of their history, and in its place just the eagle head, now in a simple two-colour silhouette, remains.
There is a bit of a hidden 'M' in the feathers at the bottom of the head, but I don't know if that was fully intentional or if it is just an happy accident.
Regular 2022
Special 2024The Tigers are commerating the 25th year of their joint-venture in 2024 and have unveiled a special logo to mark the occassion.
It takes their current primary logo, itself only recently refreshed, and places it upon a reasonably generic shield with a '25 years' ribbon across the bottom.
It might have been nice to see some elements of the Balmain or Western Suburbs history incorporated into the design.
New 2024The license for Super Netball's newest team was awarded to SEN in July after the Colingwood Magpies side had folded following the 2023 season.
SEN have referred to the brand as "bold" and "game-changing", but I'm not sure in what sense, it's pretty generic, and I can't find much about a winged 'M' that says "Mavericks", if anything it seems like a rushed logo that will probably be replaced by something "bold" and "game-changing" in a couple of years time.
Old 2008-2022
New 2023Canberra United are the only club in the A-Leagues that are only in the A-League Women, and they've been long overdue for refesh for a long time.
The abstract Parliament House element is now even more abstract, so much so that I'm guessing 99% of people probably won't notice it (and making the 'flagpole' green is an odd choice).
It's a strong update all around, and fits much better in 2023 than the logo it replaced.
Old 2007-2021
New 2022The Tians had used the same primary logo from their inception, so they were due for an update, but they got it wrong. Real wrong.
It's clear they wanted something simpler, but this just isn't it. They could, and probably should, have used the 'titan' from the original logo and just cleaned hinm up and simplified/changed the colours, because the new 'titan' they've come up with is not great ... there is a ballence somewhere between the new and old, and they didn't find it.
New 2021The most controversial aspect of the Dolphins brand is that they chose to be just "The Dolphins" and not "Redcliffe Dolphins" which itself was already a rather strong, well-known identity in rugby league circles.
The dolphin itself is significantly less cartoony that the one that the Recliffe Queensland Cup side, but also stuck somewhere awkwardly between 'to anatomically correct' and 'not simple enough.
I think it will be hard to convince them to re-include 'Redcliffe', or any other locatilty, back into their name, but I can definitely see the logo being tweaked inside the next 5 years even if its only to improve its visibilty in small online uses.
Old 2005-2021New 2022You can definitely see the evolution in this logo, the same general tiger gesture is still there, but its all just cleaner.
the detail has been dialled back a bit, it is now much less busy, and the line weights are all chunkier making it stronger and, most importantly, much clearer at small sizes.
The black 'V' and floating tiger paws always looked weird in the old logo, so I'm glad they're gone.
Old 1997-2020
New 2021The Swans red 'V' logo is a classic, and they could have easily messed this up, but thankfully they didn't.
What we got is a more prominent, and detailed, Swan over the same red 'V'. The very clear Opera House motif from the old logo is gone in favour of a more subtle representation in the featers on the Swan — probably in response to the increased fee that the Sydney Opera House Trust has introduced for the use of the Sydney Opera House 'shape' in logos.
They have, thankfully, kept the Opera House in the 'V' on their guernsey.
Old 2008-2019
New 2020It's a little disappointing to see the classic blackletter=style 'Knights' script retired, it would have been nice if they'd been able to keep it but modernise it slightly rather than lose it entirely.
The Knight, now facing to the right for the first time, has also bee simplified bringing it closer to the version that they used between 1998 and 2007.
I'm not sure they needed to drop the 'Newcastle' from the logo, or why exactly they did that.