Adelaide Crows called out for ignoring fan base as club rebrand is met with fierce backlash

The Adelaide Crows have come under fire for ignoring their fan base after announcing the club's new logo. The design was first leaked in September and was immediately met with backlash from fans and pundits who begged the club to try again.

Many fans asked for the logo to change and urged the Crows to not go with the leaked design. However, those calls were ignored with the September design getting the stamp of approval on Wednesday night. With the club embarking on its 35th season in the AFL in 2025, the club says the new logo - which is centred around a crow with "sharpened claws, beak, eye and wing" - brings a modern look to the new emblem.

It is the club’s first redesign since the blue Crows head was introduced in 2010, and it left many supporters furious, with the club slammed for ignoring the fans' wishes. While others joked that the Crows tried to bury the announcement by putting it on the same night Donald Trump was declared the new president of the United States.

"You truly don't either listen or care of your support base (oh sorry, Customers!). You got a lot of flak when the logo got leaked, so you had a chance to change it and got some good ideas from the public. But no, you ignored us and released it over the cover of the US elections," one person wrote on X.

While another fan said: “Cancel my membership and the memberships of all of my family and friends who have been 25-year members. There were literally 15 other people on Twitter who made better logos than this and you’ve just ignored them and kept what we all hated.”

A third added: "You clearly don’t listen to your supporters. What is wrong with you guys? Did you not hear all the negative backlash not that long ago regarding this? Yet you ignore us all and go ahead with it anyway. Couldn’t be more disappointed with this club. Pissed off is an understatement."

Adelaide dismisses claims they don't listen to members

But Adelaide chief executive Tim Silvers said a new logo was something Crows members have said they wanted and was a major reason why they undertook the modernisation of the logo. "The logo is one of the Club’s most recognisable features and our supporters take great pride in it, and the throwback to the original swooping Crow reinforces our connection to this city and state by the way it now incorporates the actual shape of South Australia," Silvers said in a club statement.

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"We also wanted to make sure we celebrated our heritage but with a modern look and feel, which we think will resonate with our next generation of supporters.

We"ve consulted and listened to a wide range of stakeholders, including and most importantly sections of our supporter base, over the past 18 months. Now is the perfect time to make this change as our new headquarters at Thebarton Oval is moving closer and closer to reality, so it really is the start of a new era."