Socceroos/Matildas coat of arms badge

Worn with pride

Hulsbosch creates new coat of arms badge for Australia’s national football teams

Eminent Sydney-based brand agency Hulsbosch has restyled the coat of arms that appear on the jerseys of Australia’s national football teams. The new green and gold coat of arms for the men’s and women’s teams (nicknamed the Socceroos and the Matildas respectively) mark another major milestone in Football Federation Australia’s (FFA) extensive rebranding in partnership with Hulsbosch.

Old Socceroos/Matildas coat of arms badges
Old coat of arms badges (left: pre-2018; right: 2018)
Socceroos/Matildas coat of arms badge variants
New coat of arms badge

The focal point of the new coat of arms is the ribbon logo that was adopted by the top-tier league competitions in 2017 and then by the FFA in 2018. Beneath it spans the name of our nation in Gibson, a no-fuss humanist sans and the same typeface used in those other logos. The other elements derived from the Australian coat of arms have been simplified for the single-colour format. These are the kangaroo and emu supporters, the Commonwealth Star and, after a brief disappearance in the 2018 uniforms, a wreath of Golden Wattle.

“Our community of fans enjoy a national pride like no other sport. The redesigned Australian crest is an important and welcome addition that’s simple and easily recognised on the international stage,” said Jessica Laycock, GM – Marketing & Fan Engagement of Football Federation Australia.

Matildas uniform with new coat of arms badge
Matildas uniform with new coat of arms badge

Benni Weller, Creative Director at Hulsbosch said, “It’s been a huge honour to create Australia’s new coat of arms. Though the design evokes memories of the past, the new modern version reflects the bold spirit of the teams and their fans.”

The Matildas’ new look supporter jersey is now available online and in participating stores to coincide with their campaign in the 2019 FIFA Women’s World Cup in June. The Socceroos’ jersey will debut next year.

The new coat of arms badge will be integrated throughout the official fan clothing range and merchandise for the 2019/20 international season in association with official sports ambassador, sponsor and provider, Nike.