United embracing Melbourne through new brand refresh

After 10 years of formation, Melbourne United has adopted a new look.

See all the details below.

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From melbourneutd.com.au

As an organisation, Melbourne United has always looked to do whatever we can to unite the community which we represent.

The concept of ‘uniting’ the city of Melbourne is one the club takes seriously, as we look to deliver on our purpose of using the power of basketball to inspire, entertain and enrich people’s lives.

It is because of this that we have made the decision to take the next step in our evolution, adopting a new look 10 years after we became Melbourne United.

This concept comes after years of consultation and thought, as we looked to reflect the spirit of the club - United.

Throughout this process the club has worked closely with brand agency South Southwest, who have partnered with iconic global brands like Nike, Jordan, USA Basketball, Footlocker and the NBL, to understand and evolve the visual brand of the club.

Reflecting the ambition and drive of the organisation, elements of the original brand remain, but have been refreshed, including the iconic stencilled ‘M’ and Navy Blue colour connecting the team to the state of Victoria. The addition of Cobalt Blue to the team’s colour scheme represents the energetic spirit of Melbourne, while showcasing the unifying power of basketball within our community.

In addition to this, the new logo includes a representation of Bunjil, a creator spirit of the Wurundjeri Woi-wurrung; the First Nations peoples and Traditional Owners of Melbourne (Naarm) and the greater Melbourne area, that forms part of the Kulin Nation. This addition has been made to pay respect and signify our connection to First Nations peoples, particularly the Wurundjeri Woi-wurrung people as the Traditional Owners of the land and waterways on which we live, work, and play.

We are proud to be one of the first professional sporting organisations in the country to include permanent First Nations symbolism on our primary branding.

This inclusion comes after significant consultation with Ricky Baldwin of the Koorie Academy, the Koorie Heritage Trust, and the Wurundjeri Woi-wurrung Cultural Heritage Aboriginal Corporation.

Further connecting us to our home is the ‘Fabric of Melbourne’, a graphic design that encapsulates the diversity and vibrancy of Melbourne. 

The pattern is adaptable, designed to evolve season on season. In essence, the 'fabric of Melbourne' is a declaration of our identity, a bold statement of our commitment to embracing and representing the diversity and energy of Melbourne.

To learn even more about our new brand refresh, click here.