I finally got this reply after sending them the same email 4 times!

Thank you for your email, my apologies you have not yet received a response.

We respect the right of our members and supporters to express their feelings on such matters.

There has been a level debate on some fan sites and elsewhere about the changes to our jumper and logo. This is a reflection of the passion that our members and supporters have for our club.

There has been debate about whether or not our members were consulted about the changes.

Almost for as long as the club’s existence our logo, jumper and song have been the subject of much debate…and indeed at times derision.

Regardless of that background, in September 2008, the club advised that it would be undertaking a review of its brand elements, including the name Fremantle Dockers, its logo and jumper.

A significant aim of the review was to investigate the possibility of establishing a new arrangement with Levi Strauss & Company over the use of the name “Dockers”.

Along with face-to-face interviews with a range of stakeholders, including supporters attending Fremantle home games at Subiaco, more than 2900 members took part in online survey in May 2009 about our logo, jumper and other aspects of our brand elements.

The survey was just one part of the review carried out by consultants engaged by the club.

The decision that led to our new logo and jumper was not something that was done lightly or on an ad hoc basis.

The Fremantle Football Club has a board and management team that has been entrusted to run the club and make timely and appropriate decisions.

Our board comprises an outstanding array of people with expertise across the commercial, sport, marketing and legal fields and includes two member-elected directors.

The board oversees a senior management team that it has the upmost faith in to make sure that every decision they make is in the best interests of the club for its future success both on and off the field.

In the cool light of day, we believe that the majority of members and supporters will agree that the board and senior management team have done exactly that in arriving at where we are today with our new logo and new jumper that will take us into the future with a strong and bold look.

Thank you again for your feedback on this matter.

Kasey


Kasey Ball
Communications Manager