AFL’s West Coast Eagles unveil new look, share process

Written By:  •  Wednesday, November 1, 2017

The Australian Football League’s West Coast Eagles unveiled a new logo today, along with an unusually detailed video that shows steps in the year-long design process.

The new logo corresponds with the team’s move to a new stadium in Perth (the second-most isolated city in the world, after first-place Honolulu). It’s the fourth time that the team has changed its logo since its inception in 1986, and the first update since 2000. The blue and gold colors, reflective of West Australia’s sand and water, are a return to the team’s roots—those are the colors the team wore for its three Aussie Rules titles (“premierships”) in 1992, 1994, and 2006.

The Eagles paid homage to an important stakeholder in the process. According to an announcement on the team’s website, “Feedback from the club’s indigenous fans indicated it was particularly important that the logo was a more life-like representation of an eagle, a revered totem in aboriginal culture. That view was essential in developing the new brand identity.”

The AFL is in its offseason now, so we won’t see the new look on the field until March.

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Paul Caputo

Paul Caputo is a grown man who collects plastic ice cream helmet sundaes from minor league baseball stadiums because he likes logos that much. He is the author of the first book published by, The Story Behind the Nickname: The Origins of 100 Classic, Contemporary, and Wacky Minor League Baseball Team Names. He can be found on Twitter at @Count2Baseball and he maintains the Countdown to Spring Training on Facebook. Paul is a Philadelphia sports fan, but he's not so bad.