31 December – The Asian Football Confederation (AFC) opens 2025 with a new look, featuring a reworked logo and brand identity.

This is the first revision of the AFC logo since 2021 and the second time in history that the AFC brand has been changed following the introduction of the ‘shield’ logo shortly after the formation of the confederation in 1954.
AFC said “the aim of the new corporate brand identity is to establish a more modern, sophisticated and refined presence while strengthening its relationship with future generations of fans, players and all stakeholders”.

The company’s rebranding follows on from the launch last May of a new logo and brand identity for the revamped AFC major club competition.

See: AFC unveils branding for its updated club competitions and the addition of the Women’s Champions League

“At all levels of football, whether through changes to club and national team competitions, or reform of the AFC Statute and increased support to our Member Associations and Regional Associations, it cannot be denied that the AFC is in a very important position. point in our growth,” said AFC president Shaikh Salman bin Ebrahim Al Khalifa.

“In the history of the Asian Games, we have never undertaken more strategic reforms than in recent years, so it is critical that we embrace a new identity and brand that truly reflects the transformative journey we are poised to embark on at the Asian Games. next decade,” he continued.

“Our vision for the future remains steadfast: we want to be a role model for the Confederation in the world of football, we want to ensure our Asian teams succeed on the world stage, and establish football as the number one sport in Asia, and this new logo represents our ambition who dare to take the Asian Games to unparalleled levels of excellence and success.”
Raising the level of the Asian Games has always been a theme that Sheikh Salman has always promoted
president of the world’s largest and most diverse football confederation.

The new logo is designed to reflect the brand’s message of ‘Connecting Asia through the Power of Football’.

“Inspired by the unifying spirit of football, this design captures the essence of football as a universal link, with AFC serving as the common thread that unites the continent,” said AFC.
“Realized through a combination of solid colors and bright gradient treatments, and complemented by a fresh color palette, this logo exudes power, confidence and modernity. This provides a premium aesthetic that aligns with the appeal and recognition AFC deserves, not only in Asia, but also on the global stage.”

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