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.
Explore the journey of our logo and the design process for the #westcoaststory pic.twitter.com/gmDP5kA75K
— West Coast Eagles (@WestCoastEagles) November 1, 2017
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.