The Bulldog has taken a new visual form, after the Club officially launched a new, dynamic and bold logo at the iconic Pumping Station at Scienceworks in Spotswood this morning.

Representing the positive and transformative change the Club has experienced in the recent past, the new logo epitomises the character and spirit of the Club, its players and supporters.

Formally introduced in the 1920’s the “full bodied” Bulldog appeared within the Club’s emblem for over half a century until the 1980s.  Since then, the Club has adopted three logos containing just the head of a Bulldog, with the last change taking place in 1999.

After an extensive rebranding process, which included feedback from representatives from all the levels of the Club, and in conjunction with creative agency Canyon, the new logo displays the fighting spirit in the Bulldog.

Chief Executive Simon Garlick said the new logo continues the exciting journey the Club has recently embarked on, and equally acknowledges its honoured heritage.

“With the exciting growth and evolution of our Club, we are ready for a new visual identity, one that reflects our core Club values, makes reference to our proud past and equally looks to an exciting and prosperous future — we believe we have achieved this with our new logo,” Garlick said.

The logo captures the personality of the Club, and as part of the new brand campaign, members and fans will be challenged to look at themselves and how they can #BeMoreBulldog.