The Essendon Football Club, an Australian rules football team affectionately known as the Bombers, is initiating discussions with its fanbase regarding the appropriateness of its long-standing logo, which features a military aircraft. According to the Herald Sun, the club is seeking input on whether the bomber image is perceived as offensive. The team has used the bomber image and nickname since 1940, although the club's history dates back to 1872, during which it has also been recognized by names like the Same Olds and the Red and Blacks.

The logo, featuring the bomber prominently, was designed in its current form in 1997, inspired by the club's proximity to Melbourne Airport. The Age reported that there are no plans to change the team's nickname.

Club president Dave Barham addressed the matter in a statement, emphasizing the club's rich history and recognizable brand. He described the logo review as a preliminary research project focusing on the Essendon brand and its various elements. The research is in its initial stages, and feedback is being gathered from members, supporters, and other stakeholders. Barham stressed the importance of the club's 150-year history and its deep connection with its community, assuring fans that this heritage will be respected throughout the process.

He clarified that there are no immediate plans to alter the logo or any other branding elements. This is a long-term project, and significant work remains to be done. Barham reiterated the club’s commitment to its history and emphatically stated that the team will always be known as the Bombers.

Coming off a recent win against Carlton, Essendon, boasting 16 premiership victories, is gearing up for its next match against Fremantle.