BRENTON Sanderson wants to make the Crows lollipop jumper the most feared in the AFL.

The first-year Adelaide coach's determination to change perception of the Crows is stretching to have the red-blue-and-gold hoops become as imposing as the pinstripes of the New York Yankees, the blood red of Manchester United and the doom of the All-Blacks shirt.

Fresh on delivering Adelaide's first trophy in nine years by changing the way the Crows play, Sanderson is now turning his attention to changing the club's image.

"When you see the Crows jumper, what do you think ... what do you see?" said Sanderson.

"We want to change perceptions as players and a club. And the jumper is the heart and soul of your club."

Sanderson's new hallmarks for Adelaide are a team that is "ruthless, relentless, and will give you that every time we play."

"And will have you leave the stadium not disappointed," he said.

Sanderson made this vision the cornerstone of his presentation at the club's season launch where the coach's speech has often become a millstone - as Neil Craig learned with his top-four aims in 2010.

Beyond the grand plan of putting the Crows jumper alongside some of the image of three of the world's biggest sporting teams, Sanderson made no promise with on-field targets, such as finals.

Rather - at a club that has been depressed in the past two years - Sanderson delivered hope.