Adelaide company may take action against Australian Premier Leagues

The company’s logo was designed by its internal marketing team more than a year ago. Rogers said he has little interest in sport and was only made aware about the A-League’s new logo when clients sent it to him on Wednesday.

Spot the difference: Adelaide Building Consulting’s logo looks very similar to the A-League’s new logo.

Spot the difference: Adelaide Building Consulting’s logo looks very similar to the A-League’s new logo.

“The only thing missing is the text underneath. I am flattered they thought it was that good they used it for their own,” he said.

The A-League’s logo was created by business branding and design company R/GA. Due to the differences in industries, the APL will argue it’s not in breach of trademarks while there are slight differences in the design of the back-slash.

“All the required registrations of the logo have taken place, based on expert advice, within a brand-development strategy that has been in process for many months,” an APL spokesperson said.

Sources within the organisation informed the Herald it had contacted Adelaide Building Consulting on Thursday. While the logo may have been controversial, Australian football became the first code in the country to refer to the men’s and women’s senior elite competitions by the same title.

The W-League is no more, with both competitions referred to as “the A-Leagues” as well as the youth competition formerly known as the Y-League.

“It’s not men’s football or women’s football – it’s just football,” APL managing director Danny Townsend said.

“We’re committed to growing the game in Australia, for everyone.


“That means delivering a world-class experience, on and off the pitch, and inspiring the next-generation of A-Leagues superstars to fulfil their highest potential.

“This is just the beginning of our ambitious, long-term vision for the growth of football in Australia.”

As revealed by the Herald earlier this month, the APL will create a trophy that will be awarded to the best performing club over both the men’s and women’s competitions.

The points from each competition will be tallied with the highest total winning the Club Championship.

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