DISCIPLINE
Brand Identity
Brand Identity
Home Kit
Away Kit
Adelaide United FC
Football Club Rebrand
The new badge puts Adelaide and South Australia at the forefront of the design, with the State colours and Piping Shrike the most prominent features. The Piping Shrike represents freedom – a nod to SA being the only state not settled by convicts. The new addition of the Club’s establishment date, 2003, is used to evoke a sense of pride for the team’s history. The two five-pointed stars is a reference to – and remnant of the Club’s old badge, symbolising Adelaide United’s never-ending strive for excellence. The shield is modelled after the medieval ‘Heater shield’, a sign of formidable defence. The badge includes a custom typeface to reflect the Club’s strong yet sharp football philosophy.