It’s been two years in the making and we’re thrilled to finally share it – we’re launching a new logo as we embark on the next exciting chapter in our club’s history.

Our football club was born in South Melbourne in 1874 and has survived through grit, hard work and determination.  

We’re a resilient team that is respectful, disciplined and courageous. And one that has conviction, 

The Sydney Swans. 

The new logo retains our V – a nod to our heritage and our connection to South Melbourne.

Our bold new Swan sits proudly within the V and has been elevated with a sense of prominence, as has Sydney, our home.

Importantly, as one of the world’s oldest football clubs we have added 1874, to pay homage to the year of our birth in South Melbourne. 

02:53 Mins
Published on

A new chapter

We're launching a new logo as we embark on the next exciting chapter in our club's history.

Published on

And we’re still proudly red and white – one of the first clubs of any code in the world to have worn these colours.

Sydney Swans CEO Tom Harley is proud to unveil the new look.

“We’re at a really exciting juncture of our football club – we have a young and emerging list, and we’re really excited about what we are building,” Harley said. 

“This project has been evolving for the past two years. We started by exploring what it means to be part of the Sydney Swans, and in doing so spoke with players and past players, staff, our members, our partners and our board. From there, we have worked with agency SDWM who have done a terrific job in bringing the vision to life. 

“It’s important to note that the design of our guernsey isn’t changing and our jumper will continue to retain the Opera House sails.

“We believe we have struck a balance between honouring the past and looking ahead to the future – and there’s more to come. We are looking forward to sharing more news with our members on November 19.”

Make sure you sign up to MySwans to hear more on November 19 here: