The Gold Coast Suns, an Australian Football League (AFL) club based on Queensland’s Gold Coast, unveiled a completely new logo in November 2024, marking the first brand refresh since the club’s inception. The new identity was introduced ahead of the 2025 season as part of a broader rebrand dubbed “Fearless.”
Design and History
The Gold Coast Suns’ original logo was revealed on 22 July 2010, when the club announced its nickname, logo, club song and guernseys at a press conference.[1] That first crest featured the “GC” monogram with sun rays coming over the top and “Suns” underneath.[2] The newly named club commissioned SapientNitro Brisbane to devise the brand image, which included the logo, guernsey designs, the nickname “Suns,” a rebranded website and advertising collateral.[3]
On 14 November 2024, the club officially unveiled its new logo for 2025 and beyond, the first change since its inception.[4] The new mark is built around a bold “S” shaped like a Sherrin football, designed to illustrate a heat haze over the horizon coupled with the waves of the ocean.[5] The club described the logo as featuring three key elements: the scorching Sun of the Gold Coast rising over the ocean and horizon, the bold “S” representing the Suns and the community who built the Gold Coast, and a football at the logo’s heart signifying purpose and commitment to excellence.[4]
Chief Executive Mark Evans said the club knew “after 14 years with the same brand that it was time to update our look and feel to better represent how we have evolved and matured as a football club.”[4] The design process involved consultation with branding and communications specialists at The Competitor and The Lab, as well as focus groups with Suns members, supporters and Gold Coast community members.[6]
Meaning and Symbolism
The new logo includes subtle shapes of a “G” and “C” hidden within the design, described by the club as “a nod to our history and original logo.”[4] The club stated that together, the elements “capture who we are, where we’ve come from, and what we strive for on and off the field.”[4]
The accompanying colour palette of deep red, sunburnt gold and oceanic blue was chosen to embody “strength, resilience and a willingness to break tradition.”[7] The club explained that the deeper red “speaks to the heat and fearless intensity of both our club and the Gold Coast community,” while the sunburnt yellow of the clash guernsey “reflects the physical environment of our region.”[7]
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