The Australian National Basketball League club, the Perth Wildcats, has undergone a rebrand, changing its symbol for the first time in two decades. The changes are tied to updates in the management team, organizational shifts, and the growing role of digital channels in engaging with fans.
The old logo was created in the early 2000s. It featured a black wildcat head and a multicolored star symbolizing the state of Western Australia. Over time, the image lost relevance and no longer reflected the dynamics of modern basketball or the character of the club.
Before starting work on the new style, the team conducted research. More than 900 fans and former players took part in the survey. The majority supported keeping the red and black colors and adopting a more energetic depiction of the wildcat.
The redesign was carried out by the studio Hum. The designers’ task was to preserve the connection to history while giving the image a modern expression. The new logo is more aggressive: the wildcat’s head now conveys intensity and strength, qualities associated with the NBL’s multiple-time champion. The wordmark has become bolder and now reflects the fighting spirit of the club and its fans, known as the “Red Army.” Additional emphasis was placed on the word Perth, underscoring the tie to the region.
The rebrand extended across the entire visual system. The playing kits, staff apparel, and merchandise line were updated. A pattern resembling wildcat fur was created to reinforce identity and is now used on uniforms and merchandise. It helps strengthen the club’s visual cohesion and deepen the bond between players and fans.
Modern broadcasts and social media activities require symbols to appear equally strong in both physical and digital environments. The new style reflects these needs, making the club more distinctive on air and more effective in media use.
According to club owner Mark Arena, the updated identity is part of preparing for new challenges facing the Wildcats under changing conditions in the sports industry. He said the visual changes are meant to bring new energy to the team, its fan community, and club culture.
The new style reflects a modern era in the history of the Perth Wildcats. It combines traditions built over decades with current design solutions and the ambitions of a club aiming to strengthen its position both in the NBL and beyond Australia.