Elmwood

Melbourne Heart FC
Kicking goals in Australia’s big league

You’ve got to have heart When friends who shared a football passion decided to launch a new team in Australia’s premier national competition, little did they know how much interest and excitement would ensue! A public naming competition decreed they’d be known as ‘Melbourne Heart’.

Raising the pulse Using this suitably epic and inspirational ‘heart’ theme to inform the brand identity, we incorporated a negative space white M and bold red H to create a powerful, shield-like and heart-shaped mark. Creating a mark from scratch to immediately rally troops is no easy task, but for the football tragics in the studio who worked on it, it was the ultimate labour of love.

The keys to Melbourne’s Heart To give the new logo and identity the power it needed to kick goals for the club, we created a comprehensive set of brand identity guidelines – complete with a compelling brand vision “Play Better”, powerful tone of voice and a hard-hitting, big-talking language style.

Goooooaaal! Conveying the club’s ambition to be a family-friendly representative of all Melburnians and a team for football lovers, the strong, modern, and professional identity was immediately embraced and passionately shares the Heart’s love with fans, players and club officials on everything from jerseys, billboards and stadium signage to corporate stationery, fast moving club merchandise and Jon Bon Jovi!