Carlton Blues update (unofficial)


Carlton Blues is one of the most successful AFL clubs (tied with Essendon with 16 premiership titles), but the Carlton’s logo doesn’t show class and doesn’t portray the premium club image. Without changing the essence of the logo LR51 tried to show the history of the club by bringing back the retro look and giving it a modern touch. This is just our idea of where should Carlton Blues start building their branding from. 

Press release from ARFLI – Jeep becomes a new sponsor for ARFLI


The Australian Rules Football League of Ireland (ARFLI) has today revealed that Jeep Ireland has signed up to become its official sponsor for the next three seasons.

The partnership between ARFLI and Jeep will run from 2011 to 2013 and will extend across all Australian Football competitions and development programmes including the Schools’ Cup. The Jeep logo will also appear on the national team kit during the AFL Europe annual EuroCup event, which takes place in Belfast on October 8th hosted by ARFLI.

Jeep Ireland’s investment in Australian Football in this country is the largest single investment made in the sport and will allow ARFLI to continue to grow participation levels year on year. Announcing the partnership ARFLI President Ciaran O’ Hara said:“We are delighted to have Jeep on board as our major sponsor and partner for the next three years. Jeep’s involvement with us will help us establish new development programmes and raise the profile of our domestic competitions, not to mention assisting us in the push to win the EuroCup on home soil later this year. Jeep’s partnership, coupled with our recent partnership with Waterford-based Azzurri Sportswear, represents a massive endorsement of our league and we hope that our members, their families and our wider community will support our partners as passionately as they support us.”

 Stephen McLernon, Marketing Director for Jeep Ireland commented:

“Given the rugged, tough nature of Jeep vehicles we’re delighted to be involved in similarly tough, no-nonsense sport such as the Australian Rules Football League. With the annual AFL Europe EuroCup taking place in Belfast later this year it’s the perfect time for Jeep Ireland to get behind the Irish team, and we’re very excited about becoming the official sponsor of Australian Rules Football in Ireland as the popularity of this skilful and demanding sport grows and grows over the next few years.” 

The announcement of Jeep Ireland’s partnership coincides with the launch of a new Brand identity for ARFLI. LockerRoom 51 Sports Branding Studio has designed new logos and branding for all of ARFLI’s programmes, national team uniforms and competitions.

Remembering Drazen Petrovic


On this date, 18 years ago, a basketball legend closed his eyes forever. Drazen Petrovic died in a car accident. In my subjectiv opinion, if he lived and played in NBA for few more years he would now be considered one of the top 20 players ever. I grew up watching him. He was a sole reason why I watched basketball, actually at that time, I lived basketball, now I only watch basketball. Drazen is probably the best Croatian athlete of all times (although maybe Goran Ivanisevic, Janica Kostelic or Blanka Vlasic wouldn’t agree). Drazen, you will live forever in our hearts. Buy poster at:

Euro Cup 2011 – Belfast


Euro Cup is an annual 9-a-side national team Championship, played weekend after the AFL Grand Final (or the weekend of Grand Final reply :)). LR51 designed all previous logos (last 3 shown) and was commissioned to design this years logo and identity as well. The logo is composed of big letter B for Belfast, but you can also find E and C (Euro Cup) in it as well. Obviously letter B forms a footy ball. As the tournament approaches LR51 will design  (and post here) medals, trophies, T-shirts and all other merchendise that will be sold at the venue.

New footy team gets new identity – Zaprudje (Zagreb’s borough)


Recently founded 4th Croatian Aussie rules footy club approached LR51 to develop their identity. The requirement was to do something similar to Greater Wester Sydney Giants ( As for now, Zaprudje footy club is without nickname, but will try to get GWS Giants on board to become their first international sister club, and adopt the Giants nickname. The idea was to have a Z as a club logo, but in Australia Giants are laying in the most popular league, while footy here is not so popular, therefore people wouldn’t associate Z with footy, that’s why Z was merged with a footy and this is the final result. Colors are Giants’ charcoal and orange, while font is simple and bold, similar to GWS Giants.