Embrace heritage, make history

Established in 1927, the Ainslie Football Club is one of the founding AFL Canberra clubs. Playing a key role in the Canberra community for over 80 years, the club supports AFL, local sport and non-sporting organisations.

Ainslie Football Club


As one of the most successful and professional clubs in Canberra, the brand no longer reflected the club’s values and place in the market. Ainslie’s original crest has been a defining feature of the club since it’s early inception but had become outdated and lacked consistency in its many varied applications. The brand needed modernising, whilst still paying homage to the original mark and the history that it represented. With the announcement of Ainslie’s involvement in the inaugural North East Australian Football League, it was recognised that the branding of the club should be updated to appeal to a new generation of players and national audience of followers.


Maintaining the crest shape, the logo was redeveloped to be a cleaner, simplified and bolder shape which stood proud against its 88 year history. The existing club colours, red, white and black were updated to form an iconic, fierce on-field brand which stood apart from the rest. Rather than losing the original identity which has united a community—we’ve refined and enhanced the logo to work across a range of digital, printed and clothing applications with strength and consistency.


– Brand audit & strategy
– Identity & art direction
– Signage & environmental
– Responsive website
– Stationery & Merchandise
– Marketing & social media

“Inklab’s brand strategy has united our sponsors, players (past and present) and supporters so that we could lift our perception without losing the heritage and culture we’ve spent 88 years building.”

Ian Muir

President - Ainslie Football Club