Essendon investigating changing its logo as part of rebrand

As Essendon investigates changing its logo including the Bomber aircraft, a club great has weighed in on the potential move.

One of Essendon’s favourite sons Matthew Lloyd has urged the club not to ditch the historic Bombers logo.

The club is investigating changing its logo including the Bomber aircraft as part of a club rebranding.

Lloyd said the club would be losing part of its fabric if it lost the Bombers insignia.

“I’d be very disappointed if the Bomber was gone,” Lloyd said on Footy Classified.

Matthew Lloyd hopes the Bombers logo stays.

“Have we got to that point that such a great logo, a tradition of the Essendon Football Club (might go) because it might upset the odd person or two that we would (potentially) lose something so special with our football club.

“I hope it stays.”

Essendon is investigating changing its logo including the Bomber aircraft as part of a club rebrand.

Essendon is assessing whether its fanbase considers the wartime aircraft image the best representation of the club.

Club officials have been consulting stakeholder groups throughout the season as part of a low-key research project on the club’s image including the jet in the logo.

It is unclear if the Bomber plane, which was adopted by the club as part of its name in the 1940s, will remain.

It is unlikely the Bombers nickname will change.

Essendon’s link to an aviation theme is the proximity to the Essendon airport.

The colours of the logo could also change in a subtle way, pending feedback from members, supporters and sponsors.

The Bombers are considering changes their logo. Picture: AAP Image/Scott Barbour

The club’s current logo contains a significant amount of grey. The club’s traditional colours are red and black.

The red sash on the Essendon jumper is an iconic part of the club and could be used as part of a new logo if it is overhauled.

But work is ongoing and the club has not yet reached a stage where it has made any decisions on what a new logo will look like.

Essendon’s current logo was launched more than 20 years ago. Clubs regularly update their logos.

Melbourne ditched the demon face in its logo in favour of a MFC design.

A new logo and brand revamp could help signify a new era for the club following massive off-field changes late last year, including a new coach, new president, new chief executive and new board members.

Essendon has endured one of its most unsuccessful periods on-field since its last finals win in 2004.

That includes the dreaded supplement scandal which saw 12 Essendon players and five former Bombers who had moved on to new clubs banned for one year for a rogue injections program.

The club has also had six coaches post Kevin Sheedy. They are Matthew Knights, James Hird, Mark Thompson, John Worsfold, Ben Rutten and current coach Brad Scott.

However, the finals win drought could be broken this year as the much-improved Bombers are in sixth place on the ladder with an 8-5 record.

They have a soft run home this year, clearing the path for a possible September victory under Scott and new captain Zach Merrett.

A searing club review also found the club needed to bolster its development coaching and fitness levels.

Players have embraced the new changes and a focus on improved defensive systems under Scott.

Essendon declined to comment.