The creative approach centred on progress and unity. A new logo and identity system reflects the diversity and aspiration of developing football markets across 47 nations. Polymath also worked with Thomas Lyte, the official trophy supplier for the AFC Club Competitions, to contribute to the design of the tournament trophy, ensuring the trophy aligned with the wider brand vision. A custom pattern was created to capture the vibrancy and momentum of growth, connecting to the league’s tone of inclusivity and opportunity. The design system adapts fluidly across broadcast, digital and stadium applications to ensure a cohesive and scalable presence.

The result is a dynamic and uplifting identity that celebrates ambition and community, reinforcing the AFC’s vision to grow the game across every level of Asian football.