As one of the most successful and professional clubs in Canberra, the brand no longer reflected the club’s values and place in the market. Ainslie’s original crest has been a defining feature of the club since it’s early inception but had become outdated and lacked consistency in its many varied applications. The brand needed modernising, whilst still paying homage to the original mark and the history that it represented. With the announcement of Ainslie’s involvement in the inaugural North East Australian Football League, it was recognised that the branding of the club should be updated to appeal to a new generation of players and national audience of followers.
