Western United FC Unveil New Logo


Western United Football Club (WUFC) has unveiled its new logo that will underpin the club’s brand identity as it joins the Hyundai A-League for its inaugural season in October this year.

Following consultation with the club’s fan base several months ago, the club was directed to focus on the “W” as the main design element in the logo, thereby reinforcing its proud home base in the western regions of both Melbourne and Victoria. Taking feedback on board from fans and the local community, WUFC and its design agency, The Township, subsequently created a logo that breaks convention of not being encased in a crest or shield-like device, and producing a bold “W” which airs confidence.

Utilising a customised typeface, physical elements are the foundations of the logo. The design has been inspired by the aerial view of real estate development (rooftops) in Australia’s fastest growing corridor, and borrowing architectural cues from the iconic West Gate Bridge – the gateway to the West. Further, the logo’s signature green colour symbolises freshness and the evergreen community of cultures residing and growing in the West.

WUFC CEO, Maurice Bisetto, commented: “We have listened to our fans and have created a brand identity which is contemporary and modern, and arguably non-traditional for a football club logo. This is our point of difference as we go about building a club for the future, not built on legacy, but reflecting a growing multicultural fan base that are very proud of their geographic Western roots.

“The result is a minimalist and refreshing design which reflects the club’s bold, innovative and aspirational ambitions, both on and off the field. It’s not every day that a start-up professional sports club ventures to build its own stadium. We believe the logo will resonate very strongly with all stakeholders of Western United, including our players and passionate fans,” said Bisetto.

WUFC stands ‘United’ characterised by an inclusive and progressive fan base with a shared vision of success and standing out from the crowd.

WUFC will join the Hyundai A-League from the start of the 2019/20 season beginning in October this year.

Logo launch video: https://areyouwithus.club