The club has today officially unveiled its bold new look ahead of the 2025 season, featuring a sleek and modern logo, powerful colour palette and striking guernsey design.
The design overhaul is 14 years in the making and the first time the club has refreshed its branding since its inception in 2009.
Gold Coast SUNS Chief Executive Mark Evans said the club’s new identity, centred around the tagline “Fearless”, was a fitting representation of how the football club has progressed.
“Fearless is our approach to both on-field performance and off-field growth. It speaks to the heart of our club’s journey – how we’ve grown, matured, and evolved,” Evans said.
“For us this isn’t just about a change in our look and feel, it’s a reflection of where we’ve come from, our ambitions, and our drive to become a leading force in the AFL competition.
“Our new brand direction brings us closer together as a club, team and community and will set the tone for our football club for the next 10-15 years.”
The club will wear a new-look red on red home guernsey, and gold and blue clash guernsey, across both the AFL and AFLW competitions.
The choice of colours - a deep red, sunburnt gold and oceanic blue, embodies strength, resilience and a willingness to break tradition, all elements of the Gold Coast SUNS’ journey.
These colours have been a constant in the club’s history, but the powerful tones reflect how the club has stood the test of time, growing stronger and more resilient.
The gradient and waveform woven into the guernsey are more than just visual elements, they symbolise the club’s trajectory and its connection to the region.
A unique choice in the AFL, the gradient represents the SUNS’ forward momentum and mirrors the natural elements on the Gold Coast - a heat haze rising from the ground and the undulating forms of the ocean.
The waveform is a nod to one of the club’s most iconic past designs, symbolising the waves of the ocean and a seamless blend of respecting history while charging forward into the future.
Through these design choices, the SUNS embody who we’ve always been - unapologetically bold, trailblazing and united with our community.
The multi-step design process involved extensive 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.
Brand & Strategic Director at The Competitor, Cecilia Humphrey, said the brand refresh drew on the traits which characterised the Gold Coast region.
"In working through what the potential of this club’s brand could be, we were all inspired by the community and soul of the Gold Coast itself,” Humphrey said.
“We built a brand to support the new logo leaning into this fearless and trailblazing spirit, incorporating the natural environment of the region, which is so unique in the landscape of the AFL.
"Despite having their own unique identity, the SUNS are not tied down by a century of tradition like some other clubs.
Rather than being a disadvantage, we saw that as an opportunity to create a contemporary football club on and off the pitch, that could be a trailblazing force in the AFL."
