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Eagles enter new era with new logo and playing strip

Gary Stocks  November 1, 2017 5:00 PM

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The West Coast Eagles will venture into a new era for the club by modernising its logo and playing uniform.

The logo that the club has featured since 2000 has undergone an extensive review in the last 12 months, with the result being a bold new eagle that will also sit prominently on the front of a re-vamped guernsey.

The decision to implement the logo change comes as the Eagles prepare to usher in football at its new home at the Perth Stadium as well as relocate from its traditional Subiaco Oval base to a modern training and administration facility at Lathlain Park.

Progress is being made at the Lathlain Park Redevelopment, with two ovals already in operation and the club is expected to move sometime in the early part of 2019.

In making the transition from the logo that has been the centrepiece of the club’s identity for the last 17 years, West Coast staff spent countless hours delving into the past to analyse the journey to this point in history and examine the future direction.

That body of work went back to the club’s roots, and while many fans, staff and players had some awareness of the past, it proved an educational journey. The club consulted a range of stakeholders and looked at various iterations of the new logo before settling on a version that is a more realistic depiction of an eagle. 

The club feel like it presents us in a bold new way to take us into the next era of the Eagles, while still acknowledging the past.

The colours of the club’s playing strip will also connect the Eagles to their foundations. The royal blue and gold was selected to represent the sand and the ocean, synonymous with Western Australia. They are also the colours worn by the club in each of its three premierships.

The club will play in the royal blue strip both home and away, while the gold uniform will be worn in the event of a clash.

While the club is embarking on a new era with so much change imminent, there is also the excitement of welcoming a new apparel sponsor, ISC, into the family.

And in another nod to the past, the club’s co-major sponsors will again be SGIO and Hungry Jack’s, who resume to a position of prominence on the guernsey after an absence of six years. SGIO, of course, have been a partner with the club for 30 years. 

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.

Another focus of the brand re-launch was to put greater emphasis in the word Eagles. Of course, West Coast will always be an important part of the club’s identity, as it was so significant at its birth.