The Asian Football Confederation unveiled a new identity and logo to mark the beginning of a new era in 2025, reflecting future trends and the continuous development of the federation’s standards over the coming years.
This announcement represents the latest transformation in the AFC logo in more than 23 years, and is the second modification in the brand’s history since the launch of the first famous logo with a “shield” design in 1954, which was updated in 2001.
This change underscores the AFC’s commitment to connecting with the world’s most populous continent and largest football community through the power of the beautiful game. The new identity aims to build a modern and sophisticated presence that strengthens the association’s connection with the future generation of enthusiastic fans, players, and the rest of the game.
Sheikh Salman bin Ibrahim Al Khalifa, President of the Asian Football Confederation, who was briefed on the new identity during the fifth meeting of the Executive Office last month, said: Whether through reformulating club and national team competitions, reforming the Federation’s laws, or increasing support for our national and regional member associations, It is undeniable that we are at a pivotal moment in our growth.
He added: We have never witnessed strategic reforms of this magnitude at the level of Asian football, as happened in recent years. Therefore, it is necessary to adopt a new identity that reflects the transformative journey we are preparing to embark on over the next decade.
He added: Our vision for the future remains constant. We aspire to become a model for continental federations in the world of football, to ensure that Asian teams achieve success on the global stage, and to establish football as the premier sport on our continent. This new logo embodies our bold ambitions to achieve unprecedented levels of excellence and success.
He concluded: On behalf of the Asian football family, I extend our best wishes to all parties involved in Asian football, from our passionate fans, our world-class players, officials, sponsors and media partners, for a prosperous new year. I invite everyone to move with us towards this new and exciting future for the AFC.
An overview of the new identity of the Asian Football Confederation
The AFC brings together the largest and most diverse continent through football, connecting and bringing together the best of Asian football. The Asian Confederation represents the connecting thread that unites this rich and diverse continent and moves it forward.
The AFC’s new logo is a bold embodiment of the brand’s idea: “Connecting Asia through the power of football.” Inspired by the unifying spirit of the game, the design reflects the essence of football as a global means of communication, showing the federation as a thread that weaves the continent together.
The design includes a distinctive shape that represents a dynamic stripe that translates the fluid movements of the players on the field, and is shaped to resemble the letters “AFC,” creating a striking and subtle visual sign that expresses the federation’s identity.
The new identity features a vibrant mix of solids and gradients, with an updated color palette that combines deep blues with subtle touches of purple, gold, linen, fluorescent blue and pure white as primary colours.
The new logo was designed flexibly to adapt to a wide range of uses and applications, ensuring that the brand remains impactful, consistent and always fresh, while striking a balance between simplicity and sophistication.