The AFL today unveiled the much anticipated ‘W’ logo for the inaugural AFL Women’s competition.

The final piece in the puzzle, this bold new logo in conjunction with the recently launched name, AFL Women’s, celebrates our women players and the excitement they will create on and off the field.

AFL CEO Gillon McLachlan said this marked a new era in Australian sport and the launch of the AFL W, along with our recent collaborative relationship with Instagram creates a dynamic and inspiring platform for AFL Women’s and will culminate in the launch of the league in 2017.

“These players are powerful and engaging athletes that have already captured the heart of the nation and will bring us a new and exciting brand of football, inspiring future generations. With the creation of the AFL ‘W’ we want fans to see and experience the game from a new perspective,” said Mr McLachlan.

“We have been thrilled by the public and media groundswell to the announcement of AFL Women’s and today’s launch of AFL ‘W’ further cements our commitment to building this premium sporting code where fans can engage and be a part of the action.”

Developed in consultation with the AFL Women’s Advisory Group, the ‘W’ logo pays tribute to the heritage of the AFL logo however integrates the four iconic goal posts and goal square in a contemporary design that is energetic, with a youthful and more inclusive colour palette.

AFL Women’s will launch in February 2017.