The Asian Football Confederation (AFC) has entered 2025 with a bold step forward, unveiling a new logo and identity that signals a fresh era for the organisation.
This redesign marks the first time in over two decades that the AFC has updated its logo, a significant change since the introduction of the 'shield' logo after its formation in 1954.
The update is not just cosmetic but reflects the AFC's ambitions for the future, aiming to solidify its role as a leading force in global football.
The new brand identity aims to embody the AFC's growth, its increasing standards, and its unwavering commitment to football across Asia.
As the most populous continent with the largest football community, the AFC seeks to engage even more deeply with its diverse and passionate audience, including fans, players, and all stakeholders.
The refreshed identity is designed to be modern, sophisticated, and appealing to a younger generation, marking a significant shift in the Confederation’s approach.
AFC President Shaikh Salman bin Ebrahim Al Khalifa spoke passionately about the importance of this transition. “We are at a pivotal point in our growth,” he said, emphasising the strategic reforms and enhanced support the AFC has introduced in recent years.
“It is vital for us to embrace a new identity that reflects the transformative journey we are embarking on,” he added. The AFC’s ambition is clear: to become a model Confederation in the football world, to ensure the success of Asian teams globally, and to reinforce football as Asia’s premier sport.
The new logo, which was revealed to the AFC Executive Committee at its meeting last month, is a striking visual representation of the Confederation’s values. The logo’s design captures the spirit of football as a unifying force.
A dynamic ribbon-like thread flows through the design, symbolising the movements of players on the field, and cleverly folds to form the acronym 'AFC.' This fluid and energetic visual identity encapsulates the essence of the AFC as a connector of people across the continent.
The new logo is not just a visual update but is part of a broader rebranding strategy. The logo’s colours have been carefully selected to exude strength and confidence.
A deep blue with a hint of purple, complemented by gold, linen, fluorescent blue, and pure white, creates a premium and vibrant aesthetic. This colour palette is not only bold but also flexible, allowing the brand to remain adaptable and fresh across a range of platforms and touchpoints.
Shaikh Salman further articulated the AFC’s vision, saying, “This new logo represents our bold ambitions to take the Asian game to unparalleled levels of excellence and success.”
It is clear that the AFC is setting the stage for a future in which Asian football plays an even more prominent role on the world stage. With this updated identity, the AFC aims to ensure that it remains relevant in an ever-evolving global football landscape.
The AFC’s decision to refresh its brand comes at a time when football in Asia is reaching new heights. The organisation’s role as the connective thread that binds Asian football together has never been more important.
Through this rebrand, the AFC is signalling to the world that it is ready to lead the charge in promoting football in Asia, fostering greater unity and cooperation among the continent’s nations.
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