The Fremantle Football Club will today launch its new logo and new home and clash guernseys for season 2011.

Fremantle president Steve Harris said that the launch of the club’s new logo and home and clash jumpers coincided with a new arrangement with Levi Strauss & Co that allows the club to refer to itself as the “Fremantle Dockers” and the “Fremantle Dockers Football Club” as well as use the new brand elements under licence.

“The new club logo is inspired by traditional club insignias of days past and the pride they represent,” he said.

“Strength, tradition and an acknowledgement of the club’s port heritage underpin the new design. Striking in its simplicity, the new logo is a strong monogram that features the anchor prominently and a boldly placed ‘D’ as well as the name ‘Fremantle Dockers’.”

The design of the new jumpers (home; purple with three white Vs and clash; white with three purple Vs) was inspired by the club’s heritage jumper first worn by Fremantle players in 2003.

In September 2008, the club advised that it would be undertaking a review of its brand elements, including the name Fremantle Dockers, its logo and jumper.

As part of that process, the club engaged consultants who were given a brief to research the relevance of the club’s brand elements (name, logo and jumper) amongst its members, supporters, sponsors, stakeholders and other interested parties.

The research that was undertaken in 2009 included but was not limited to face-to-face interviews with supporters at home games and an on-line survey of the brand elements that was sent to club members.

More than 2900 members took part in the survey in May 2009.

Fremantle chief executive officer Steve Rosich said the key theme for each of the brand elements, which emanated from the 2009 review and member survey, was that they convey “strength, simplicity and authenticity”.

“The colour purple was the brand element that members and other stakeholders ‘most strongly felt’ should be associated with the Fremantle Football Club,” he said.

“Purple was seen as being ‘strong, liked and unique’. Consequently, the colour purple features prominently in both the new logo and jumper design.”

Rosich said that along with the reinvigoration of Fremantle’s playing list over the past two years, the new logo and jumper design were in keeping with the club’s aim of achieving sustained success on and off the field.

“In time, the unveiling of our new logo and jumper will be regarded as an important phase in our club’s history. It is both an exciting development to be part of and a major plank of our future direction,” he said.

“Significantly, we will officially call ourselves the “Fremantle Dockers
Rosich said that the new logo would entrench the anchor as a lasting symbol of the Fremantle Dockers Football Club.

“Furthermore our new jumper, which was inspired by the heritage jumper first worn by the Dockers in 2003 at the MCG, is both an important tribute to our past and an acknowledgement of our football origins.

“We are proud of our 16 year history and proud of the jumper and logo that we have worn and displayed with pride in that time.

“Given the nature of the changes to our logo and jumper and their undeniable acknowledgement to where we have come from as a football club, let there be no doubt that our new logo and jumper will be worn with as much pride in the future as they were in the past.”

Rosich also said that consideration to changing the club song was not undertaken as part of the review process to date.
“Now that an arrangement has been struck with Levi Strauss & Co that process will now take place.

“In the 2011 pre-season, the club will seek feedback from members, supporters and the general public on the Fremantle Dockers’ club song, including possible alternatives,” he said.

“One of the options will be to retain the existing club song.”

The club was delighted to reach an arrangement with Levi Strauss and Co and thanks the company and key staff involved for their cooperation.

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