Australia’s A-League’s newest expansion team now has a name and a logo: Melbourne Heart FC. The name was the suggestion of a fan in a name-the-team contest.
The team will play at Melbourne Rectangular Stadium, the brilliantly named venue we featured here recently.
The Heart already face a challenge from the Lord Mayor’s Charitable Foundation of Melbourne, who are claiming the name and logo infringes their trademark rights.
Personally, I think the logo strikes just the right note: the angular cut of the heart and the M inside gives it the feel of a traditional shield, toughening up the identity a touch whilst still being a bold choice. The red and white colours match the flag of Melbourne.
I am, though, no graphic design expert, nor an authority on logos and team identity: so what do you think of the Melbourne Heart and their new logo?