Having celebrated the organization’s tenth anniversary in 2010, the Australian Rules Football League of Ireland wanted to develop a new brand identity as it enters its second decade of existence. To achieve this the ARFLI engaged Locker Room 51 Sports Branding Studio, who have a great deal of experience working with Australian Football League’s and clubs internationally. The starting point was to incorporate the sportís most iconic symbol, it’s oval ball. While Australian Football is played to varying rules throughout the world, the one constant has been the footy itself, oval in shape, yet uniquely different to an American Football or a Rugby Ball. In order to give the new identity a distinctly Irish feel, a number of Celtic motifs were considered. Ultimately the one which had the greatest impact was a Celtic Triquetra. The Triquetra has been a symbol in Ireland for hundreds of years and has been found in metal work and illuminated manuscripts, most notably the book of kelts. Combining the football and the triquetra, what emerges is a striking image clearly representing the fusion of Australian Football and Irish tradition and culture. The football has been rotated slightly, and the triquetra upturned to merge with the football and form itís inner and outer lines. This element will be the “Irish Footy Icon” and will be featured in all primary and subsidiary ARFLI brands. The colours used are those of the Irish tricolour, green representing the Irish Nationalist tradition, orange representing the Orange tradition and white representing peace between the two cultures. As green will dominate as a background colour on print documents, websites and apparell, the icon is predominately Orange with deep blue highlights. The Primary Logo has the Irish Footy Icon overlayed with the acronym ARFLI and underneath the words Australian Rules Football League of Ireland. The Secondary Logo has the Irish Footy Icon overlayed with the acronym ARFLI, this time without anything written underneath. Aside from the Primary Brand, ARFLI has a number of Subsidiary brands. These are specifically used for National Representative teams and for the League’s overseas affiliates. Irish Warriors – The Irish Warriors is Ireland’s National Mens Australian Rules Team and have participated in International Competition since 2001 winning the Atlantic Alliance Cup, the AFL International Cup and the European Championship during that time. Irish Banshees – Having established Women’s Football for the first time in 2010, Ireland sent a National Team to participate in the 2010 EuroCup in Milan, Italy. In 2010 they will compete in the AFL International Cup in Melbourne and Sydney. The Banshees nickname was chosen by the team members. Irsih Exiles – The Irish Exiles are representative teams for Irish Emigrants based in the United Kingdom and Australia. The best players from both teams go on to represent the Irish Warriors in International Competition.