Alphabet Man Posted October 7, 2007 Share Posted October 7, 2007 HAWTHORN Football Club president, Jeff Kennett, unveiled on Saturday night a new look for the Hawks in front of a sell-out audience of over 1300 at the 2007 Peter Crimmins Medal awards night. The Hawks will play under the new logo in 2008, which displays a strong and determined Hawk, focused and ready to hunt. The brave new shield represents an unwavering horizon for the club which has re-built itself both on and off the field to be one of the most exciting young and talented teams in the AFL, as well as one of the most professional administrative teams in Australian sport. In 2007 the Hawthorn Football Club started the first of a five-year partnership with naming rights partner Tasmania. This partnership, coupled with an exciting brand of attacking football, showed a bright future for the Hawthorn Football Club. This promising future is reflected in the new design by renowned Australian design firm Cato Purnell Partners.Cato Purnell have been responsible for some of Australia?s leading icons and brands, including the Commonwealth Bank, Medibank, Macquarie, Channel 7, MSAC Aquatic Centre, VB and Carlton Draught. In creating a new direction for the Hawks, Cato Purnell Partners, under the guidance of Ken Cato, felt they needed to reflect the focus and determination he had observed within the club so as to communicate that effectively to its members.?The new shield portrays a sense of determination, pride, and focus. The Hawthorn Football Club is a club on the move. In the design we have hoped to capture the steely resolve it takes to win a premiership. That is the clear ambition of the Hawks,? Mr Cato said.Jeff Kennett was delighted to present the new logo to the Hawthorn faithful at the 2007 Peter Crimmins Medal.?Hawthorn Football Club has gone through a transformation in recent years, rebuilding itself to be competitive in all areas of football. ?[Head coach] Alastair Clarkson and his coaching staff have done a terrific job of bringing together an exciting group of young talented footballers, who have shown in 2007 they can play an impressive style of finals footy.?The new crest for our club symbolises the focus and determination of everyone involved with the Hawks; our players, our staff, our members and supporters, and our board,? Mr Kennett said.?We have competed under our previous banner for 10 years and the club feels the time is right to regroup and be represented by this brave new look as we continue to grow both on and off the field.? Hawthorn Football Club logo historyWhen Hawthorn joined the VFL in 1925, the initials HFC within a circle on a brown and gold flag was introduced as the logo. The club was known as the Mayblooms. In 1943 the club was christened the Hawks when coach Roy Cazaly sought a more robust image. The new logo depicted a Hawk carrying a football in its talons flying in front of the Hawthorn Football Club flag. A stronger and simpler version of the Hawk was adopted in 1948, and later depicted in 1952. In 1955 the flying Hawk carrying the football was reintroduced. This popular image became the face of the Hawks through the 1960s and 1970s when Hawthorn won four premierships.To herald Hawthorn?s progressive publicity push in 1982, the new force of the 80s, a new logo was sought. The club approached Swinburne Institute where a student submitted the winning design, the stylised Hawk head. This image represented the club?s most successful era with five premierships.By the mid 1990s the club had endured the merger debate and the logo once more returned to the flying Hawk. After 100 years at Glenferrie the club moved in 2006 to Waverley and now 2008 will herald a new era of success - under this Hawks logo.---------------------I thought the old one was better, the wordmark looks out of place - its shape is out i think. And no Hawthorn Football Club? Just Hawks? Why? twitter.com/thebrainofMatt Link to comment Share on other sites More sharing options...
HeyDingis Posted October 7, 2007 Share Posted October 7, 2007 I love it. I scoff at anyone who says that brown and yellow can't look good, as I think Hawthorn looks superb on the field. This crest is a nice combination of modern and retro. I'd love to get my hands on a Hawthorn guernsey. Link to comment Share on other sites More sharing options...
patsox Posted October 7, 2007 Share Posted October 7, 2007 That logo looks incredible. The colors are pretty sharp too. Link to comment Share on other sites More sharing options...
Primal Posted October 7, 2007 Share Posted October 7, 2007 Good bird, horrible everything else. Brown drop shadow needs to be replaced with a brown border that starts and ends at the bottom/top of the 'feathers' Link to comment Share on other sites More sharing options...
-kj Posted October 7, 2007 Share Posted October 7, 2007 I like it, it's a great bird. And yet, I think I like the older one better.The wordmark remains generic. Buy some t-shirts and stuff at KJ Shop! KJ Branded | Behance portfolio  POTD 2013-08-22 On 7/14/2012 at 2:20 AM, tajmccall said: When it comes to style, ya'll really should listen to Kev. Link to comment Share on other sites More sharing options...
BB61 Posted October 7, 2007 Share Posted October 7, 2007 I like it. It's a lateral move (not an upgrade nor a downgrade) and I agree that the colors work well (even though it's a slam dunk joke -- poo and wee) Link to comment Share on other sites More sharing options...
Alphabet Man Posted October 8, 2007 Author Share Posted October 8, 2007 I just think the wordmark doesn't look right. And the bird is facing the wrong way. twitter.com/thebrainofMatt Link to comment Share on other sites More sharing options...
rmered Posted October 8, 2007 Share Posted October 8, 2007 Agree with Mat.Looks like he's looking behind himself.I prefer it looking forward.But then, seriously, I hate Hawthorn.Like Red Sox v Yankees, Patriots v Jets.I just hate them. Oh, and I've got a site.Footy Jumpers Dot Com Link to comment Share on other sites More sharing options...
kc51design Posted October 8, 2007 Share Posted October 8, 2007 Why oh why. Old logo was much better, on e of the best in AFL. This just doesn't look like a sport logo. The worst thing is that my club (Zagreb Hawks) is a sister club of Hawthorn, and now we'll have to change logo too, grrrrr! Check us out at zagrebhawks.blogspot.com lockerroom51 Link to comment Share on other sites More sharing options...
Brian in Boston Posted October 8, 2007 Share Posted October 8, 2007 I consider it an improvement... and a pretty significant one, at that. Link to comment Share on other sites More sharing options...
Gothamite Posted October 8, 2007 Share Posted October 8, 2007 Is this the old one?They've pulled a Philadelphia Eagles, trading a great full-body bird for a closeup headshot.I thought the old one was better, the wordmark looks out of place - its shape is out i think. And no Hawthorn Football Club? Just Hawks? Why?Now they're borrowing from the Kangaroos.... The Green Bay Packers Uniform Database! Now in a handy blog. Link to comment Share on other sites More sharing options...
kc51design Posted October 8, 2007 Share Posted October 8, 2007 that's the one. That one is timeless, realy works, and it only mistake is that it doesn't show emotions, but neither the new one shows any emotions, neither is agresive, neither is mean, it looks preaty dull. Same goes for the font. I just hope this wouldn't effect our jumper design. lockerroom51 Link to comment Share on other sites More sharing options...
danson Posted October 8, 2007 Share Posted October 8, 2007 Gotta agree with the statement that there borrowing from North Melbourne's logo which is way too cartoony for my liking. It pains me to say this as a I despise them but Essendon have a great modernized logo Buffalo Sabres Hockey Est.1970 Link to comment Share on other sites More sharing options...
rmered Posted October 9, 2007 Share Posted October 9, 2007 Gotta agree with the statement that there borrowing from North Melbourne's logo which is way too cartoony for my liking. It pains me to say this as a I despise them but Essendon have a great modernized logoBut our logo is of a jet, not a Bomber, so it misses the mark for mine. Oh, and I've got a site.Footy Jumpers Dot Com Link to comment Share on other sites More sharing options...
Primal Posted October 9, 2007 Share Posted October 9, 2007 But our logo is of a jet, not a Bomber, so it misses the mark for mine.It could have a bomb on board, you never know...The thing I dislike about the Dons' logo is the emphasis it puts on silver/grey, which is nothing to do with Essendon. At least the previous logo had the red sash in the background to give context to the white plane (also a jet?). Link to comment Share on other sites More sharing options...
rmered Posted October 9, 2007 Share Posted October 9, 2007 But our logo is of a jet, not a Bomber, so it misses the mark for mine.It could have a bomb on board, you never know...The thing I dislike about the Dons' logo is the emphasis it puts on silver/grey, which is nothing to do with Essendon. At least the previous logo had the red sash in the background to give context to the white plane (also a jet?).Well, they haven't done a new Clash jumper policy yet.I wouldn't discount silver just yet.And yes, both 'Essendon Bombers' logos featured jets. Oh, and I've got a site.Footy Jumpers Dot Com Link to comment Share on other sites More sharing options...
DEAD! Posted October 9, 2007 Share Posted October 9, 2007 I just think the wordmark doesn't look right. And the bird is facing the wrong way.Well, the 1980's logo was facing that way as well. Considering the 1980's was their best era, maybe it's not a bad idea. For the record, I much prefer their old logo. I saw, I came, I left. Link to comment Share on other sites More sharing options...
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