The Richmond Football Club, an Australian rules football club based in Melbourne and competing in the AFL, unveiled its current club logo in October 2011. The redesign was developed in cooperation with creative agency Canyon Design Group, following extensive research, interviews and workshops to define the essence and values to be reflected in the new brand identity. [1]
Design and History
Central to the 2011 design is a tiger that stands tall and proud, described by then-CEO Brendon Gale as “the most iconic feature of the Richmond Football Club.” The pose was developed to portray “the perfect balance of skill and strength,” with the tiger’s stance giving it a presence that demands respect. [1]
The mark integrates the tiger with a shield, set against classic “Richmond” and “EST 1885” typography. This combination was intended to encapsulate the club’s focus on the future while maintaining a strong connection with its past. [2]
The previous Richmond logo had been introduced in 1993. [2] The 2011 rebrand was framed by the club as a timely revisit of its visual identity as it built toward a new era, with Gale noting the new logo “respects our past, but looks to the future.” [1]
Meaning and Symbolism
The tiger has been a consistent feature of Richmond’s identity throughout the club’s history, and the 2011 redesign sought to create a fresh representation of that identity aligned with the club’s core values. [1] The new tiger was described as presenting “a contemporary face for Richmond while remaining true to their rich tradition as a proud and powerful team.” [2]
The club’s colours are black and yellow, which have been associated with Richmond since its early uniforms. The club’s iconic black jumper with a yellow sash has been worn since 1914. [3]
Typography and Design
The 2011 logo combines a contemporary tiger and shield graphic with more classic “Richmond” and “EST 1885” typography, a deliberate contrast intended to bridge the club’s heritage with its forward-looking ambitions. [2]
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