AFL logo redesign: before-and-after evaluation
A focused assessment of the AFL logo redesign, covering when the change occurred, what changed visually, the practical vector-logo implications, and what remains uncertain for editable artwork.
Contents
Direct answer
The AFL logo redesign under discussion is the refreshed Australian Football League mark introduced around the 2023 season. It replaces the previous shield-style emblem, which had been in use since 2000, with a simplified monogram contained in a roundel. The redesign is primarily a brand identity update rather than a change to a specific editable vector file. For practical logo work, the main implication is that older vector assets may still circulate under the same filename or extension while containing the replaced artwork, so the visual appearance must be checked before use.
What changed in the redesign
The previous logo combined a stylised football shape with a shield and the letters AFL. The redesign reduces the mark to a circular badge with a strong typographic focus. The letterforms are placed more centrally and the outer ring carries the full league name. The overall structure is flatter and more consistent with modern sports branding, where simplified geometry is easier to reproduce at small sizes and across digital surfaces.
From a vector-logo perspective, the redesigned mark is conceptually more economical: fewer isolated shapes, fewer gradients or fine strokes, and a more predictable alignment system. This can make clean reconstruction easier when preparing cut files, embroidery files or one-color print versions. However, the presence of a circular wordmark still requires careful text-to-path handling because the lettering is not ordinary horizontal type.
Before-and-after artwork considerations
When comparing old and new AFL vector logos, the key distinction is not the file type but the artwork structure. A file labelled with a vector extension may still contain linked or embedded raster textures, especially in older league branding where gradients or photographic elements appeared. The modern roundel is more likely to be delivered as clean vector paths, but this should be confirmed by inspecting the artwork rather than assumed from the format.
A practical before-and-after check should compare outline mode, layer structure and font status. In the old mark, the AFL lettering and shield details may be outlined inconsistently if the file was converted from a legacy source. In the redesigned mark, the main risk is the curved outer text, which can become distorted if the logo is manually redrawn instead of using the official curves.
Permission and editable artwork are separate questions
Having access to a downloadable AFL logo does not automatically grant permission to modify the artwork, replace its typeface or use the mark on new materials. The same applies to fonts embedded in the logo. The redesigned wordmark may resemble a custom or licensed typeface; an editable vector file still requires a licence or brand clearance for non-approved changes. Trademark restrictions apply independently of whether the file is vector or raster.
Evidence gaps
The supplied coverage does not include the official design rationale, the exact release date of the refreshed logo, or a documented list of available master file formats from the league. It also does not confirm whether the redesigned AFL logo is distributed with outlined fonts, live text or a dedicated one-color variant. These details would be needed for a definitive production assessment.