‘Time to update our look’: Gold Coast Suns unveil new logo, guernseys in ‘fearless’ brand refresh

The Gold Coast Suns have unveiled their new logo and guernseys as part of a brand refresh.

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The move follows that of the Adelaide Crows, who also unsheathed a refreshed logo design this off-season.

As per the Suns’ official media release on Thursday night, the logo boasts three key elements:

— The scorching Sun of the Gold Coast rising over the ocean and horizon.

— The bold ‘S’ that represents the Suns and the community who have built the Gold Coast.

— A football at the logo’s heart, signifying our purpose and commitment to excellence.

Gold Coast chief executive Mark Evans said the redesign was a long time coming, expressing his excitement at kickstarting a new era as the club plots its maiden finals appearance in 2025.

“We 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,” Evans said in a statement.

“Our new logo is modern, bold and innovative, with layers of context which speak to our history and purpose.

“We’re excited to show the world our new brand, and tomorrow we will reveal our new guernsey and colour palette, marking the start of our new era.”

On Friday morning, the Suns also revealed their new home and clash guernseys for the 2025 season and beyond — with the club’s marquee off-season recruits Daniel Rioli and John Noble modelling the new looks.

As the previous set of Gold Coast guernseys did, the new one features the club’s logo in the centre.

However, its clash kit is now yellow-centric with a darker shade of blue than has previously been used on the Suns’ alternate guernseys.

The Suns launched their ‘fearless’ brand campaign via social media on Friday morning.