The Gold Coast Suns have officially unveiled a new logo as part of a major brand refresh as they attempt to usher in a new era at the club.
The design overhaul has been “14 years in the making” and is the first time the club has refreshed its branding since its inception in 2009.
Suns Chief Executive Mark Evans said the club’s new identity, centred around the tagline “Fearless”, was a fitting representation of how the football club has progressed.
“Fearless is our approach to both on-field performance and off-field growth. It speaks to the heart of our club’s journey – how we’ve grown, matured, and evolved,” Evans said.
“For us this isn’t just about a change in our look and feel, it’s a reflection of where we’ve come from, our ambitions, and our drive to become a leading force in the AFL competition.
“Our new brand direction brings us closer together as a club, team and community and will set the tone for our football club for the next 10-15 years.”
PHOTO: Gold Coast Suns
Mr Evans said the refreshed logo and new-look red on red home guernsey underwent a multi-step design process, which involved extensive consultation with branding and communications specialists, as well as focus groups with SUNS members and supporters.
“We knew after 15 years with the same brand that it was time to update our look and feel to better represent how we have evolved and matured as a football club,” Evans said.
“Our new logo is modern, bold and innovative, with layers of context which speak to our history and purpose”.
PHOTO: Gold Coast Suns
The new logo features three key elements:
1. The scorching Sun of the Gold Coast rising over the ocean and horizon,
2. The bold “S” that represents the SUNS and the community who have built the Gold Coast,
3. A football at the logo’s heart, signifying our purpose and commitment to excellence.
The logo also includes subtle shapes of a “G” and “C” hidden within the design.
“Through these design choices, the SUNS embody who we’ve always been – unapologetically bold, trailblazing and united with our community,” Mr Evans said.
The Gold Coast Suns will officially show off their new logo and guernsey for the first time at a large-scale community event in Burleigh Heads this morning.
