AFL Umpires Association, (AFLUA) which represents it members as field, boundary and goal umpires officiating in the highest profile sporting competition in Australia the AFLUA approached Fletcher Creative wanting to redevelop its branding and identity. They wanted an identity that portrayed a positive, flexible, strong and unique outcome for it’s future. The AFLUA logo designed by Fletcher Creative represents the strength and unity of the AFL Umpires Association. The concept recognises the three umpires, being field, boundary and goal, combining them to create a modern and unique icon.
The brand is formed by the look of printed material, stationery & website.
Each contributes to the overall impression the Australian football industry and broad community generally have on the professionalism and it’s member umpires in their role as officiators of the game.