Australian Sports Foundation

I was involved in developing a new logo for the Australian Sports Foundation that captured the spirit of philanthropy and the positive role sport plays in people’s lives. The mark uses two red ribbon-like forms to symbolise two hands joined together, representing the relationship between giving and receiving, and the idea that those who support sport also gain something meaningful in return. The upward movement of the forms creates a sense of optimism and momentum, while the subtle “S” shape and flame-like curves reference the passion that drives sports fundraising. The vibrant red palette was chosen to reflect both Australia’s sporting passion and the colour of the Australian landscape, resulting in an identity that feels energetic, meaningful, and closely aligned with ASF’s role in supporting clubs, schools, organisations, and athletes.