Cultural / Context information for the jury

Dating back to 1874, the Sydney Swans are one of Australia’s oldest and most iconic sporting clubs. Commonly misperceived as a sunny beachside city, Sydney is everything but what the rest of the world thinks. It might look relaxed, but its work ethic is gruelling. The people might seem lucky, but their luck is born from grit and determination. Sydney’s enemy isn’t another team or another city. It’s the perceptions that the rest of Australia have of them. So, when it came to redesigning the brand for the Swans, we needed to create something that embodied the city itself and gave its 50,144 members something to could rally behind. After a series of changes for the club–a new generation of players, sponsors, and a new playing environment–the brand needed to look forward. But with such a rich history, it was also important to preserve where it had been.

Tell the jury about the art direction.

The new swan is illustrated with a sense of movement, urgency and aggression, reflecting the city’s grit and determination. With a heavier emphasis on the swan in the hierarchy, the iconic Sydney Opera House is blended into its feathers. Removing the word ‘swans’, we allowed the new mark to stand as something the city can rally behind. Housed inside a V–nodding to the club’s Victorian origins along with its inception year of 1874–the mark ensured the club’s rich history wasn’t forgotten. Integral to embracing the future and progressive nature of the club, we paired our new swan with an equally dynamic and aggressive customised typeface. It features angled notches and references the illustrative style of the swan, suggesting strength, speed and flight. The new identity strikes a balance between honouring the club’s past and looking ahead to the future. Central to the rebrand was a reassertion of the club’s ownership of Sydney. The Swan’s member base is made up of supporters of all walks of life and all ages and types. They all have a deep-rooted connection to the club. As such, the brand’s hierarchy was reordered and a visual shorthand was created–accompanied by a new typeface–resulting in a mark truly representative of the aggression and determination of Sydney. With the goal to create work that embodied the city, the new brand embraces the aggression of Sydney, the Swans, and the sport itself.