Melbourne United, one of Australia’s top basketball teams, has unveiled a new brand identity that honors the club’s heritage while aiming for the future. Founded in 1984, the team has become a major force in basketball, and this rebranding solidifies its modern presence both on and off the court. The updated logo and visual system reflect the club’s core values while embracing a fresh, dynamic look.
The old logo featured a bold “M” for the city, with a basketball above it, framed by a shield that conveyed strength and protection. The dark color palette, combined with white, projected professionalism but lacked the energy the team wanted to convey with the rebranding.
The new logo keeps the “M” but enhances it with fluid, streamlined lines. A vibrant cobalt blue now brings energy to the design, symbolizing the city’s vitality and the fast pace of basketball. The deep navy background continues to represent Victorian pride. The basketball is still part of the design but is more seamlessly integrated, creating a sense of movement and progress. This update modernizes the logo and strengthens its connection to the sport and community.
The typography has seen a significant update. The old wordmark was direct but lacked broader appeal. The new “UNITED” wordmark takes center stage, reflecting the club’s mission to unite people through basketball. The new typeface is bolder and more dynamic, emphasizing strength and unity—key elements of the team’s identity.
The emblem’s design carries symbolic meaning. The triangular arrangement mirrors basketball tactics, emphasizing teamwork. The “M” stands for Melbourne and the team’s collective power. The logo incorporates elements honoring the First Nations owners of the land, referencing the Bunjil, a significant cultural symbol. The V-shape within the logo represents Victoria, reinforcing the team’s regional pride.
This rebranding balances the club’s history and modern trends, making the logo adaptable across digital and physical platforms. It reflects the team’s commitment to progress, excellence, and inclusivity, positioning Melbourne United for continued success on and off the court.
