The women’s basketball club WNBL from Geelong has officially changed its name from Geelong United to Geelong Venom. The new identity reflects the character of the team and its commitment to an attacking style of play that the club plans to demonstrate in the coming seasons.
The previous logo featured a basketball and the letters “GU”. It was versatile but did not convey the team’s energy or evoke a strong emotional response from fans.
The rebranding process took only eight weeks. The club’s management decided to involve players, staff, and fans by organizing a series of joint discussions. Out of a hundred proposals, fourteen were shortlisted, followed by a vote that narrowed it down to two final options: Force and Venom. The latter resonated more with the audience, as it is associated with venomous snakes known in Australia and symbolizes precision and strength.
The visual system is built around the image of a snake. The logo features a dynamic, bright blue symbol that conveys tension and readiness to strike. The letters were given sharp lines and movement, creating an impression of tactical focus and speed.
The color palette features traditional blue, complemented by a vibrant green accent. The shades are tied to the region’s natural environment, giving the style a club-specific character that integrates seamlessly into sports merchandise and digital platforms.
Geelong United Basketball CEO Mark Neeld noted that the new brand is intended to serve as both a symbol of the team and a cultural marker for the entire city. According to him, Venom should unite players, coaches, fans, and the Geelong community around a shared identity.
The team’s positioning is formulated in three words: “Instinctive. Tactical. Fierce.” The motto reflects a style of play focused on aggression in offense and precision in defense.
The rebrand covers uniforms, merchandise, and club communications. Venom will begin the new season with a game against the Sydney Flames, providing the first opportunity to see the updated identity in action.
The refreshed identity makes Geelong Venom a club with strong symbolism and a vivid visual language, capable of attracting and fostering unity within the team and among fans.