The West Coast Eagles say feedback from fans and former players has played a major role in the new design of their 2018 playing uniform.
The logo that the club has featured since 2000 has undergone an extensive review in the last 12 months, with the club unveiling a bold new eagle that will sit prominently on the front of a revamped guernsey.
The decision to implement the logo change comes as the Eagles prepare to usher in football at its new home at the Perth Stadium as well as relocate from its traditional Subiaco Oval base to a modern training and administration facility at Lathlain in 2019.
The club said staff spent countless hours delving into its history before deciding to change the logo that has been the centrepiece of the club's identity for the last 17 years.
In a statement, the club said it had consulted a range of stakeholders and looked at various iterations of the new logo before settling on a version that was a more realistic depiction of an eagle.
New guernsey connecting Eagles to foundations
Club spokesman Gary Stocks said the colours of the new playing guernsey also connected the Eagles to their foundations.
"The royal blue and gold was selected to represent the sand and the ocean, synonymous with Western Australia," he said.
"They are also the colours worn by the club in each of its three premierships.
"The club will play in the royal blue strip both home and away, while the gold uniform will be worn in the event of a clash.
"Feedback from the club's Indigenous fans indicated it was particularly important that the logo was a more life-like representation of an eagle, a revered totem in Aboriginal culture.
"Another focus of the brand re-launch was to put greater emphasis in the word Eagles."
