North Melbourne has unveiled its seventh logo in 147 years.
The bold new brand launches the club into an exciting era according to CEO Carl Dilena.
“We’re delighted with how it looks,” he told NMFC.com.au.
“He is strong, proud and has a real sense of purpose and most importantly, we’ve reinstated the name North Melbourne as promised.
“I think he embodies everything about this great club. Who we are, where we’ve been and where we’re headed.”
Dilena explained two years ago, North embarked on a series of workshops aimed at identifying the core values, actions and behaviours of people that have been associated with the club over almost 15 decades.
“Through that work, we redefined what Shinboner Spirit meant and were also able to focus on what it means to be a North Melbourne person,” Dilena said.
“The values of being bold, real, never beaten and belonging stood out for us.”
After the club adopted these values, which Dilena said had always been intrinsic at Arden Street, it turned its attention to its outward facing brand.
“We took on a lot of feedback from our members who had been calling for a change of logo for some time,” Dilena said.
“It was clear to us that the old logo no longer represented what we stood for or what we aspired to be.”
The club engaged two brand agencies in order to come up with a new identity.
“It was a long and thorough process that began early last year,” Dilena said.
And it wasn’t without its complications.
“Getting a designer or illustrator to capture a determined, dynamic, strong and proud looking Kangaroo was problematic. The early concepts we were presented with didn’t quite hit the mark,” Dilena revealed.
“But we persisted. We knew what we were looking for and then finally, the Kangaroo we have now arrived, and we couldn’t be happier with him.”
Now having released the Roo to members, Dilena is keenly anticipating their response.
“When you’re making such a massive change, there’s always some nervous anticipation,” he admitted.
“But I’m confident in what we’ve done.
“I truly believe our fans will embrace the new logo and wear it proudly. I certainly will.”
