News New Saints' Logo

[Jack Stevens]

I think this is like a few years ago when the AFL released the new HD recordings of the club songs and the sky was falling because the drumming wasn't exactly the same as in our original (from the 70s) recording.

Once again, our original logo (from the 70s) has been replaced by a newer version that's been built for the modern technology that will display it. The essence of the old logo (and the even older versions that that logo is based on) are all there but there but in higher definition, and by this time next year most people will have forgotten we ever changed.

Personally, I'm indifferent to the St Kilda/StKFC debate, but I'm disappointed by our choice of font. We've been selling LOTS of merch over the last decade or so with the simplified StK wordmark (see below) and I'm disappointed that we havent kept that same rounded font type. The squarer font we've used looks a bit early 2010s rather than being the timeless font that our logo needs.

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On the ribbon, I'm disappointed that we've dropped the moto which I always felt was important to the St Kilda psyche. I understand the decision to overlay the ribbon, making it one piece instead of two, but again I'm not entirely thrilled by the "modernised" quasi-3d effect they've used.

Overall, I rate it a meh/10 and am just glad that they didn't completely bottle it.

 

[austinnn]

I've had a lot to say about this logo retouching
Leading up to the event so it's only fair I share my thoughts on the results.

Firstly, obviously the ribbon going is upsetting a lot of Saints traditionalists. Personally, I don't mind what they've done. I think it's
I think it was inevitable that they had to lose the second piece to make the shield bigger. The motto can always be repurposed elsewhere more effectively - in fact I heard that the hem of the shirts will now have this motto inscription which is fine by me.

I like what they've done with the Est. 1873 and the red and black touches on the new scroll. It gives the vottom of the logo balance and on the scroll-less version it dies a look a bit empty. I'm not a huge fan of having a black arrow pointing down at the bottom of our logo, but it's probably a small gripe in the scheme of things and if you're into omens and symbols a big black cross isn't great anyway!

All the modernisation touches - thickening the cross, making the outline more defined and so on I think was done really well; crisp, clean and classic- no gimmicks or stuff that will date too much, no clutter.

Obviously the biggest and most contentious change is the red bar at the top. Changing "St. K.F.C." to "St. Kilda" was inevitable at some stage - I've hated every version I've previously seen of this, so I was quite fearful of how it would be done, and now that I see it, I feel... relieved. It's not "Saints" it's not "Southern", it has thrown the club's lot in with the identity of the suburb for better or worse which I'm a big fan of, as it strengthens our ties to our heritage and reduces the chances of us deciding to move interstate or make a move like the Bulldogs changing from Footscray to Western.

I loved the recent rebranding we did a few years back to just the giant "St. K" in Futura with that beautiful dot under the slightly smaller T; I thought it was iconic and brand worthy, so I'm quite disappointed to see the font changed and hope that the St. KILDA in the future might revert back to the Futura of old - but I have to admit seeing them together, the old version does already look OLD. Maybe time will tell, but the new font is a lot less dated than I had feared and I'm a big fan of it. Even the dot although its not a circle, i like what they've done to it and the T, its quite clever. If it had to change, I prefer it to all the fan-created alternatives that have different fonts.

Overall, as a Saints fan and a graphic design fan I'd give it a 7.5 out of 10.

EDIT: And I also really like the one-colour version that has been used on some club merchandise already.

Overall, it looks smart and modern without being to gimmicky or fashionable. Classic enough that it should retain style for many years.