New Perth Wildcats rebrand sparks online storm amid claims it looks similar to the AFL’s Tasmania Devils

The Perth Wildcats unveiled a new logo this week – and fans are saying the similarities with the AFL’s Tasmania Devil are a little close for comfort. Are the two too similar? Have your say.

A Perth Wildcats and Tasmania Devils comparison. Picture: Supplied

The new Perth Wildcats NBL logo has sparked an online frenzy, amid suggestions it looks similar to the AFL’s Tasmania Devils.

The Wildcats, on Tuesday, unveiled a club rebrand, ditching their traditional look for a fresh, modern approach.

The franchise’s famed Wildcat remains the centre piece of the logo, but it has been given a bold and colourful uplift.

Perth’s new logo has received mixed reaction from the NBL community, including claims it’s a rip off of the AFL’s Tasmania Devil.

New Perth Wildcats logo

Using a similar logo to another sports team, especially one that is trademarked, could lead to a trademark infringement.

Trademark protection covers logos and other brand elements, allowing the sports team to control how its logo is used.

Reproducing or using a similar logo without permission may lead to legal action.

The new Wildcats logo looks oddly familiar. pic.twitter.com/9nlCbquGN0

— Clint Wheeldon (@ClintWheeldon) June 10, 2025

CODE Sports contacted the Devils for comment about Perth’s new Wildcats logo.

A club spokesperson said the IP for all club logos is owned by the AFL and referred any questions to the league.

CODE Sports has contacted the AFL for comment.

In the meantime, social media is torn over the Wildcats’ rebrand, prompting some to claim the club should be dubbed the Perth copycats.

Tasmania Devils logo

There has also been a suggestion the new logo has strong vibes from the Disney move, High School Musical.

Perth Wildcats new logo is giving very High School Musical vibes....

Rumours Troy Bolton to be the new point guard to replace Bryce Cotton. @abcsportpic.twitter.com/kD1hNtiRn6

— Akash Fotedar (@akashfotedar5) June 10, 2025

Others have compared the new Wildcat to iconic Sega character, Sonic the Hedgehog.

Many Perth fans feel torn about the new rebrand, but the club is standing firm.

Wildcats skipper Jesse Wagstaff stressed the importance of any sporting organisation evolving.

“Change is constant, we need to evolve and move forward, and this is one way of that,” Wagstaff said.

CODE Sports has also contacted Perth for comment.

The Wildcats hired independent transformation partner Hum to lead the rebrand.

The new logo was created by, Michael Irwin, who has worked with major sporting teams.

In 2023, Irwin had the “privilege” of working on a rebrand for NBA franchise the Orlando Magic but his designs weren’t selected as the Magic’s new face.

The rebrand was influenced by insights from a fan survey and interviews with former and current players.

There is a long history of sporting logo controversies, both in Australia and abroad.

Hhhhmmmnnnnn .... #nbl26pic.twitter.com/gayna5wzW2

— Julian O'Brien (@Julian_OBrien) June 10, 2025

In the NBL space, you only have to cast your mind back to 2020 when the Sydney Kings faced an issue due to the Sydney Opera House Trust’s increased licensing fee for the use of the iconic landmark in their logo.

Initially, the fee was a low $1,000 per year, but after the NBL transitioned to a private ownership model, the Trust demanded a significantly higher fee of $50,000 annually. This led to the Kings considering a rebrand, as the fee was deemed “not cost-viable” for the NBL and the club.

However, after initial talks, the Kings and the Opera House Trust reached a resolution, allowing the team to continue using their logo, which features a stylised representation of the Opera House sails.

Originally published as New Perth Wildcats rebrand sparks online storm amid claims it looks similar to the AFL’s Tasmania Devils