A new logo for a new era

This evening the Brisbane Lions will unveil their new logo branding for Season 2010 and beyond to the media in an important milestone for the Club.

Therefore, we want you to be the very first people to see our artwork in this email as our loyal Club members.

For the first time in 13 years, the Club logo has evolved to represent the fresh era at the Brisbane Lions under Senior Coach Michael Voss, Club Captain Jonathan Brown and the revamped coaching staff and playing list that achieved their first AFL Finals since 2004.

The Club's most potent symbol - its gold Lion - now enjoys far greater prominence in the new design along with a deliberate 'facelift' that better expresses the Club's fearless and determined spirit.

Naturally, the new Lion face and Brisbane Lions typeface still retain the Club's traditional maroon, blue and gold colour palette.

Your logo is who you are and what you do and we feel this logo best represents our modern Club. When you look in the eyes of our new lion it says we shouldn't be messed with and that's the message we want to give our AFL competitors.

Updating the logo has been a full year-long process with plenty of consultation with focus groups of Lions members in both Brisbane and Melbourne from various ages and backgrounds, as well as the Club's administration, coaches and players who gave this design their tick of approval.

The Brisbane Lions AFC prides itself on its Mission Statement of being the most respected and innovative sporting club in Australia. Having a dated and complex logo that has been historically difficult to reproduce - especially on clothing fabrics, wood and metal - no longer fits with the fearless, determined and fresh outlook of our Club that is constantly looking to improve and evolve forward.

We are acutely aware that graphic design is a very personal and emotional 'headspace' where members will have widely varying opinions based on their own private tastes and their emotive connection to the logo after our recent history.

But that is the past, and we firmly believe the new logo reflects the new pride and spirit that has swept through the Club with Voss, Brown and the fresh generation of players looking for premiership success in their own right.

The new Lion looks fearless and incredibly striking and I'm sure many members and fans will love it outright. Those who are not immediately convinced will hopefully grow to love it in time as it still represents the same Lions players they follow on and off the field.

So I ask all members to rally behind the new logo in what is already shaping to be a thrilling 2010 Season.

GO LIONS!!

Michael Bowers
Chief Executive Officer
Brisbane Lions AFC