December 31 – The Asian Football Confederation (AFC) has opened 2025 with a new look, unveiling a reworked logo and brand identity.
It is the first revisioning of the AFC logo since 2021 and only the second time in history that the AFC brand has been changed following the introduction of its ‘shield’ logo shortly after the confederation’s formation in 1954.
The AFC said “the goal of the new corporate brand identity is to establish a more modern, sophisticated and refined presence whilst also strengthening its connection with tomorrow’s generation of passionate fans, players and all stakeholders”.
The corporate rebranding follows on from an unveiling last May of new brand logos and identities for the AFC’s revamped major club competitions.
See: AFC unveils branding for its revamped club comps and addition of Women’s Champions League
“Across all levels of football, whether it is through the revamped club and national teams’ competitions, or the reforms of the AFC Statutes and the enhanced support to our Member Associations and Regional Associations, there is no denying that the AFC is at a pivotal point in our growth,” said AFC president Shaikh Salman bin Ebrahim Al Khalifa.
“Never in the history of the Asian game have we introduced more strategic reforms than we have in recent years, so it is vital for us to embrace a new identity and brand that truly reflects the transformative journey that we are well poised to undertake in the coming decade,” he continued.
“Our Vision for the future remains resolute: we want to be a model Confederation in the world of football, we want to ensure our Asian teams succeed on the world stage, and to confirm football as Asia’s number one sport, and this new logo represents our bold ambitions to take the Asian game to unparalleled levels of excellence and success.”
Raising the levels of the Asian game has been a constant theme of Shaikh Salman’s
presidency of the world’s largest and most diverse football confederation.
The new logo is designed to reflect the brand message of ‘Connecting Asia through the Power of Football’.
“Inspired by the unifying spirit of the game, the design captures the essence of football as a universal connector, with the AFC serving as the thread that weaves the Continent together,” said the AFC.
“Brought to life through a vibrant combination of solid colours and gradient treatments, and complemented by a refreshed colour palette, the logo exudes strength, confidence and modernity. It delivers a premium aesthetic that resonates with the gravitas and recognition the AFC deserves, not just across Asia, but on the global stage.”
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