Sydney Swans launches new brand identity via SDWM

Sydney Swans launches new brand identity via SDWM

One of Australia’s most iconic sporting clubs, the Sydney Swans, has redesigned its brand via independent creative and design agency, SDWM.


The new Sydney Swans identity reflects the relentless Bloods spirit forged through the club’s rich history, whilst setting a new benchmark for football in this country.

Just like the club, the new swan is fierce in its focus and is illustrated with a sense of movement, prominence and grit – a reflection of the city of Sydney. The new logo introduces the club’s inception date, 1874, and proudly sits within the traditional V acknowledging the club’s origin in South Melbourne.

Sydney Swans launches new brand identity via SDWM

Central to the rebrand is the club’s home – Sydney – which has been called out bigger and bolder. By creating something that truly represents the city, the new logo aims to galvanise fans behind the club they are proud of.

Says Tom Harley, CEO, Sydney Swans: “We’re excited to embark on the next chapter of our club’s history and believe the new brand identity strikes a balance between honouring the past and looking ahead to the future.

Sydney Swans launches new brand identity via SDWM

“Through conversations with players past and present, staff, our members and our partners, we explored what it really means to be a part of the Sydney Swans, and the team at SDWM has done a terrific job in interpreting that vision.”

Says Jake Turnbull, design director, SDWM: “It was important for us to express the Bloods spirit in a really genuine way. We wanted to ensure the brand was designed with a sense of purpose, urgency and a bit of mongrel.

Sydney Swans launches new brand identity via SDWM

“It’s a proud moment to have had a hand in bringing to life the spirit of the club through this new brand and identity. Credit to Tom Harley and the entire Sydney Swans leadership group for having the clarity and conviction to take the club into the future.”

Client – Sydney Swans
Chief Executive Officer – Tom Harley
Executive General Manager, Marketing and Communications – Loretta Johns
Manager, Marketing – Billy McLean

Creative Agency – SDWM