Essendon cools fan fears after branding project 'hijacked' by ridiculous claim
The Bombers have been forced to clarify that their logo will not be changing after a bizarre outcry emerged earlier this week.
The Essendon Bombers have had to clarify that the club's upcoming 'brand research project' will not involve changes to the club's colour scheme or logo, after speculation it would reached a fever pitch. Club president Dave Barham published an open letter to fans clarifying the intent of the project, with star midfielder Zach Merrett and head coach Brad Scott also seeking to soothe fan concerns.
Reports emerged earlier this week that the Bombers would move on from the iconic airplane logo they have supported - which were categorically rejected by Barham. AFL reporter Mark Robinson said the story had been 'hijacked' after certain media outlets made the bizarre suggestion Essendon were pursuing some sort of 'woke' agenda.
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“They are looking at branding at that club after the last decade, which involved the drug supplements saga, the issues post-saga, the sacking of coaches, trying to get stability back, members, where are we as a group? Where are we as a footy club?" he said on AFL 360. “That’s what it is. The Bombers won’t change.”
That was a sentiment echoed by the trio of Merrett, Scott and Barham, all on various formats on Tuesday and Wednesday. Merrett, who discussed the project on AFL 360 also, said he had been involved in preliminary discussions which had clearly been more about the club's overall direction, rather than changing the logo or colours.
“I got a few messages from mates. I think from my point of view, I was part of some questions or survey results back in probably January asking about the broader direction of the club,” he said.
“Nothing about logos or names, it was very much about brand. I think where we’ve been in the past, obviously a turbulent last five, 10, 15 years, I think it was more around where do we want to go and how are we going to get there. That was sort of my read on the whole situation.”
Scott, in his first season as Bombers coach after a somewhat tumultuous recruiting process, said it was obvious that Essendon fans had a connection to the colours and logo and the brand project was not about changing anything along those lines.
“The piece of work that is being done at the moment is primarily just to engage with our main stakeholders, our members, our supporters, our sponsors, (to assess) what’s really important to them, and what goes without saying is the red and black is really important to them,’ Scott said. “The red and black is really important to them, the red sash is really important to them, those things aren’t changing.
“The whole process that‘s being undertaken at the moment of which is in its preliminary stages is just connecting with our stakeholders and finding out what resonates with them. Quite often these things, a little bit of discussion happens and all of a sudden we‘re changing everything – that’s not the case.
“We’re just simply engaging with our members to see what resonates with them as Essendon fans.“
Essendon president makes Bombers position clear amid speculation
In his letter to members, which is available to the public, Barham made his position clear. He emphatically declared 'we will always be the Bombers'.
"We are conducting a preliminary research project which centres around the Essendon brand and its elements," his letter read. "The research project is in its early phase.
"Members and supporters have been and will continue to be canvassed as part of this process, in addition to the engagement of multiple Essendon Football Club stakeholders. We have a proud history of more than 150 years and a deep connection to our members and supporters.
President Dave Barham provides an update on the club's brand research project.
— Essendon FC (@essendonfc) June 20, 2023
"This is and will always be respected and embraced. There is no immediate action to change the club logo or any elements of the club brand.
"This is a longer-term project with significant work to be completed. We proudly recognise that our future legacy begins with our proud history."
Essendon's revitalisation has begun on the field, with the Bombers returning to a competitive position inthe top eight after several seasons in the doldrums. The Bombers will look to break their finals winning drought, which dates back to 2004.
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