Essendon fans take aim at ‘B’ in new member merchandise logo

Essendon fans have been left baffled after the club’s official member merchandise for the 2020 AFL season was launched with a big change to its iconic brand.

Fans want to know why the club’s EFC brand has been changed.

Essendon fans have been left baffled after a “B” was added to the club’s official membership merchandise for the 2020 AFL season.

Supporters have taken aim at the “EBFC” logo on its new gear, with members questioning what the letter – presumably referencing the Bombers nickname – even stood for.

The new logo appears on gear being spruiked in emails advertising ‘Official EFC merchandise’ that was sent to club members earlier this month, including on a hoodie being sold for $59.95 for members.

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The EFC brand has changed on club members supporter gear.

The new branded gear being advertised in an email to members.

It is also emblazoned across the chest of the polo top, which is advertised for $29.95, while the cap is being sold for $19.95.

Other merchandise for non-members with an EFC logo is also still available on the club’s official Bomber Shop website.

“It’s as if it belongs to another footy club … even members don’t know what the ‘B’ stands for,” Diane said on Twitter.

“When you’re on a good/great thing, stick to it.”

Essendon member gear has different branding with ‘EBFC’ instead of EFC.

Essendon Football Club’s old logo, which was replaced in 1997.

Another Essendon supporter also took to Twitter to lament the change.

“Whoever decided to put EBFC on membership merchandise instead of EFC didn’t do enough fan consultation,” they said.

“I get it’s good to try new things but this did not need changing. Brand always will be EFC (Essendon Football Club).”

Nothing beats our Essendon logo with the Bomber in the middle. It's as if it belongs to another footy club ... even members don't know what the 'B' stands for 😣 When you're on a good/great thing, stick to it ❤⚫

— Diane (@bomberdi) February 24, 2020

Another fan said “I doubt an Essendon supporter has ever said they follow the Essendon Bombers”, while others pleaded with the club to listen to their members.

“Inclusion of the B is cringe-worthy marketing,” Twitter user Rob Leary said.

“Makes it appear like non genuine apparel. Like something you would find at a Sunday market.”

The Essendon Football Club is almost 150 years old and has won 16 premierships – the equal most of any AFL team.

Its traditional logo – which is still used on club merchandise – features the word “Essendon” in red and a grey fighter jet surrounded by a black triangle.

The Herald Sun has contacted the club about the new logo but is yet to receive a response.

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Originally published as Essendon fans take aim at ‘B’ in new member merchandise logo