Ben Newton Photograph

Thanks for coming

I’ve been practicing graphic design since 2008 and since then have started a digital design studio, a mini grassroots sports design operation, and worked for a couple of studios. The things that get me buzzing are top sport branding and design, great typefaces, digital marketing and content production and fresh approaches to UI design.

I’m currently employed at the Melbourne Racing Club as Digital Producer (my views are solely my own), as a Creative Direction Consultant for Centre Square Development and for the Dandenong Baseball Association as the Website Content Manager. On top of that I dabble in some freelance work, having closed down my business Flag Digital in April 2015.

Apart from work I play baseball and sit on the committee for the Chelsea Baseball Club. You can also hear me as a previous co-host on episodes 1-63 on the Web Agency Podcast.

If you’d like to get in touch at all please don’t hesitate.

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Logo Review: Port Adelaide Power

September 25, 2013
Port Adelaide Power Football Club Logo Evolution

One can’t feel anything but a little bit strange about the Port Adelaide brand story – here is a team famously known by all fans as the Magpies, a proud black and white team with a history of success in the SANFL. This is a club that became successful enough to get an AFL license, but it came at the expense of their name and colours – 2 of the most important touchpoints of any sporting brand.

It’s with this in mind that I’m reviewing the Port Adelaide Logo. How do you approach a situation where you’re a new guy in the big competition but you have a huge history to respect? How do you approach it when your name and colours clash with the biggest club in the new competition? There’s so much at stake but how could you possibly pass up the opportunity to become a part of the AFL?

The Port Power logo is the official symbol of the AFL team, however it will never be the name or logo that connects with any supporter with a bit of history with the club. On the other hand, it’s an investment into the future. The kids growing up with the brand will embrace it as their parents get them to games and they’ll fall in love with the unique teal, the superstar players and the lightning bolt.

As far as AFL logos go, this one sits just above the middle of the pack. The weaknesses with the logo are easy to point out – it’s a bit basic, the arm and lightning illustration has some awkward lines with varied stroke weights. That said, I like how they have respected the black and white of their 140 year old Magpie past in the bottom half, but they’ve used it to sort of break with tradition. The Magpie past is in the Power’s roots, but the Teal is the Power’s future (if you read it from the bottom up). Another positive is the use of a revolutionary style fist – popular with grassroots style revolutions which have traditionally started in the working class, a demographic that the Magpies of old were born from. So there’s plenty of symbolism in there which will always get a tick from me (unless it’s over the top like the Melbourne Demons logo). A glaring omission is ‘Port Adelaide Football Club’ which in my mind is a foolish move (I’m pro-location based) but in a way is understandable, especially in this context.

All in all, Port really have made the best out of an awkward situation here, and my hope is that after developing their brand and story a little more they can express the traditions of their genesis in a way that excites and inspires both the rusted on fanatics and the 7 year olds kicking their Sherrin in the park.