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A New Logo Explained


Richmond Football Club has unveiled a bold, contemporary version of its Club logo.

As Richmond builds towards an exciting new era, on and off the field, a fresh representation of the Tiger identity has been created – it is an identity that aligns strongly with the Club’s core values.

Read our frequently asked questions below, or read more about the new logo launch.

You can also pre order your official Richmond merchandise, featuring the new logo, at the Tigerland Superstore now.  Click here for more.


Why change the logo?
Richmond is entering a new era, and in line with the Club’s strategic plan and core values, a revamped brand identity was preferred as we look to the future – a future which we believe will culminate in our 11th premiership.

How is it better than the old logo?
It’s more contemporary, and aligns with our core values.  It respects the past, but looks into the future.
The old logo represents a different era in Richmond’s history, which we wanted to move away from.

Why not last year, when you launched the strategic plan?
2010 was a year of transformation, when there was plenty of change at Richmond.  We spent much of last year realigning our long-term direction, and establishing a solid foundation to achieve sustained success.

Was it a costly exercise?
This was an extremely important process, and naturally there are costs associated with it.  The Club has planned meticulously for the rebranding process, and a key element of that has been making sure we delivered a quality product at the right cost.

Where will the new logo appear?
The new logo will completely replace the current one.  In some cases this may take some time, but plenty of work is being done to ensure a swift changeover.

When will new merchandise be ready?
The full range of new merchandise will be available for pre order, and new stock is expected to arrive during November.  The new range can be viewed at richmondfc.com.au from the launch date.

Why weren’t members consulted in the process?
This is a project that the Club’s administration is responsible for delivering, as that has been the case when the Club has made changes in the past. The Club's Board has an administration that they have great confidence in – they have undertaken a thorough and considered process and  achieved a very worthwhile result.
An internal committee was formed to oversee the process and this group worked closely with creative agency Canyon Design Group. The Club thinks the finished product is a wonderful representation of what this Club stands for.

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