Sign in to follow this  
-kj

Potential new Sydney Swans (AFL) logo?

Recommended Posts

Looks like the official AFL online store may have prematurely leaked a new logo for the Sydney Swans.  A Google image search turned up a match from theaflstore.com.au, but the image link is now just a data:image URL, meaning the actual image on the AFL store site has already been deleted.

 

 

Share this post


Link to post
Share on other sites

Sad to see the Opera House go, but if they must they must. 
 

Even setting that aside, though, it’s still a massive downgrade. The defining characteristic of a swan is its graceful, white neck.  Using the head alone, it might as well be a duck. 

Share this post


Link to post
Share on other sites

Wonder what that’ll do to their guernseys, if they can’t use the Opera House. 
 

spacer.png

 

I’m guessing something akin to their Heritage line, maybe?  The strong red V?

 

spacer.png

Share this post


Link to post
Share on other sites

I believe I saw that they cant use the opera house because of licensing? So does this mean teams in America can get license fee'd for using city skylines in designs? Seems a little wild to me. I like the upgraded swan but the logo feels off for good reason

Share this post


Link to post
Share on other sites
8 hours ago, flyersfan said:

I believe I saw that they cant use the opera house because of licensing? So does this mean teams in America can get license fee'd for using city skylines in designs?

 

Skylines, probably.  Individual buildings on their own, no.
 

It’s that way in the US. Individual buildings have secured trademark protection over their distinctive design.  They can be used in context, but not alone.  So the Mets can use the Empire State Building in their logo alongside several others (if they weren’t already grandfathered, which they might be), but no team could come out today with a logo featuring the building on its own.  Not without securing a license, anyway. 
 

I used to work in film, and this came up all the time.  You can shoot a scene in a supermarket without having to secure permission from every product on every shelf, but if a character sits down to a bowl of breakfast cereal you better have a clearance for the box.  To get back to our ESB example, you can pan past it in an establishing shot of the city, but you can’t set any scenes inside unless you’re willing to pay for the privilege. 
 

Still doesn’t excuse the terrible new Swans logo, though. 

Share this post


Link to post
Share on other sites
8 hours ago, flyersfan said:

I believe I saw that they cant use the opera house because of licensing? So does this mean teams in America can get license fee'd for using city skylines in designs? Seems a little wild to me. I like the upgraded swan but the logo feels off for good reason

 

The Sydney Opera House is a publicly owned building, but for some reason the government have allowed the Opera House trust responsible for the running of the building to enforce this licencing issue, which is just garbage. The Opera House is arguably Australia's most famous monument. It certainly is for Sydney. I completely disagree with how this has been handled, and it's not only the Swans. A few other Sydney based sports teams, like the NRL Sydney Roosters and A-League Sydney FC have had the same issue.

 

I don't really mind the Swan, but it's a big downgrade. The aesthetic has gone from upmarket and timeless to bush league. The overall style has totally changed and it doesn't have the same feeling of history and class.

 

@Gothamite shared my exact feelings about the choice to use just a head. To get it to read as a swan they've had to include a pronounced face ballsack when just showing the neck would have done that in a much better way.

Share this post


Link to post
Share on other sites

Sounds like they don't plan on altering their primary guernsey for 2021, which confuses me as I thought the whole point of the new logo was to exclude the Opera House.
 

 

Share this post


Link to post
Share on other sites

"It's important to note that the design of our guernsey isn't changing and our jumper will continue to retain the Opera House sails." 
- Sydney Swans CEO Tom Harley

If a licensing issue with the Opera House Trust is truly at the heart of the logo change, how is it that the structure's signature sails will still feature prominently, front and center, in the team's guernsey design?  

 

Share this post


Link to post
Share on other sites

That is downgrade for me. They could have removed the opera house and make the previous swan larger. I am not a fan of the font change either. 

Share this post


Link to post
Share on other sites

Eh, it looks less classic and more 'trendy-sports-team-design' that will need to be updated again in 15 years when styles change.

 

 

Share this post


Link to post
Share on other sites

To be honest, I think its a little better than the old one. Besides, as already pointed out, they have the Opera House sails represented without them being specifically representing the building.

Share this post


Link to post
Share on other sites

A swan would so easily be incorporated into the letter 'S', and I would have liked to see this explored more. 

 

On a lighter note, I always knew the Opera House silhouette was on the guernsey but liked to think of it as a swans feathered bum. 

Share this post


Link to post
Share on other sites

Agree with the above comments; removing length off the neck makes it look more duck-like. The AFL leans towards minimalist design. Most AFL teams have a monogram logos; they could have played off the long neck with curvature, symmetrically mirroring the letter "S" - could have been done in a real classy way.

Share this post


Link to post
Share on other sites

Join the conversation

You can post now and register later. If you have an account, sign in now to post with your account.

Guest
Reply to this topic...

×   Pasted as rich text.   Paste as plain text instead

  Only 75 emoji are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.

Sign in to follow this