Fans have their say after Adelaide Crows’ new logo confirmed

Despite fans roasting the logo when it was leaked in September, the AFL club has pushed ahead and unveiled its polarising new look.

There has been a decidedly mixed response after the Adelaide Crows confirmed the design of their new logo going forward.

The AFL club’s new logo was first leaked back in September and didn’t go down well with fans or pundits, including Kane Cornes, many of whom were hopeful a rebrand was coming.

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Many begged for a change or to adopt one of the suggestions that came from fans.

Yet that has not proven the case with the design, which incorporates the state of South Australia and a return to a swooping crow, getting officially released on Wednesday night.

Some fans joked the timing of the release was designed to bury the announcement, coming on the same day Donald Trump was heading towards a return to the White House in the US election.

Izak Rankine and the new Adelaide logo. Photos: AFC

With the club embarking on its 35th season in 2025, it seemed happy enough with the move, insisting “the sharpened claws, beak, eye and wing bring a modern look” in the official press release.

Adelaide chief executive Tim Silvers also said a new logo had been a constant request in feedback from Crows members.

“The logo is one of the Club’s most recognisable features and our supporters take great pride in it, and the throwback to the original swooping Crow reinforces our connection to this city and state by the way it now incorporates the actual shape of South Australia,” Silvers said in a club statement.

“We also wanted to make sure we celebrated our heritage but with a modern look and feel, which we think will resonate with our next generation of supporters. We’ve consulted and listened to a wide range of stakeholders, including and most importantly sections of our supporter base, over the past 18-months.

“Now is the perfect time to make this change as our new headquarters at Thebarton Oval is moving closer and closer to reality, so it really is the start of a new era.”

The club’s first redesign since the blue Crows head was introduced in 2010, it left a number of fans on social media far from inspired.

“I am crows member. Not a fan of this at all. Looks awful,” wrote Michael Robinson on X.

“Well done to whoever’s 10yo child put this together,” added an account called Cal P.

“That is the worse logo I ever seen. Whoever came up with that should be sacked,” came a strong response from Crows fan Eddy Milanese.

“1982 has called and they want their graphics back. Sorry not sorry,” added Paul, another Crows fan.

Other fans took their exception to the logo much further.

An account called Tony wrote: “You clearly don’t listen to your supporters. What is wrong with you guys? Did you not hear all the negative backlash not that long ago regarding this? Yet you ignore us all and go ahead with it anyway. Couldn’t be more disappointed with this club. Pissed off is an understatement.”

Crows Matthew Nicks and chief executive Tim Silvers. Photo: Mark Brake

Adelaide's former logo. Photo: Supplied

An account titled BJH stated: “Cancel my membership and the memberships of all of my family and friends who have been 25 year members. There were literally 15 other people on Twitter who made better logos than this and you’ve just ignored them and kept what we all hated.”

It appears the logo is here to stay, however, and there were plenty that felt the Crows had done a good job.

“Love it. Good work team,” wrote Ben Sugars.

“I got shivers. Finally we’re reclaiming our identity. WELL DONE,” offered account Beyond AFL.

“I liked it before, like it now. Much, much better than our previous one,” added The Crows Shed.

Originally published as Fans have their say after Adelaide Crows’ new logo confirmed