The SCG, was established in 1848 and is home of Sydney’s most well-known sporting events. It’s iconic logo and historic buildings are known world wide. However this brand has never had a graphic language.

As part of the new visual identity re-design without reinventing the iconic logo, we tweaked the shapes of the SCG to work across a more diverse platform, including web and print. This allowed us to bring in a brighter colour palette and a new fun graphic language while still sticking to the history of the place.