Our primary icon is used in applications where the United brand is already known. It is a great shorthand of our logo to go alongside more graphic applications. 

To represent our pride in being Victorian.

To represent the power of basketball, and the energetic spirit of our city.

A graphic pattern that encapsulates the diversity and vibrancy of Melbourne. This design is not just a pattern it's a narrative woven into the very threads of our community.

The pattern is adaptable, designed to evolve season on season.

In essence, the 'fabric of Melbourne' is a declaration of our identity, a bold statement of our commitment to embracing and representing the diversity and energy of Melbourne.

While maintaining some of the founding elements of the original brand identity, the new brand is a testament to the modern powerhouse the organisation has become both on the court and in the community.

Our new visual identity has been created to represent our club’s values and purpose. At Melbourne United, we believe in the power of basketball to inspire, entertain, and enrich people’s lives.

Basketball behind the 'M', providing the foundation behind everything we do.

Updated 'M', cleaned up and modernised. The 'M' represents that united, we're greater than the sum of our parts and that the power of basketball unites.

Cobalt blue represents the power of basketball, and the energetic spirit of out city. Navy represents our pride in being Victorian.

Revised hierarchy of wordmark, embracing UNITED to further live our purpose and values.

A representation of Bunjil, paying respects to the traditional First Nations owners of the land on which we play and further aligning our logo to our values.

The V shape represents the state of Victoria.

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The Melbourne icon is a secondary icon that can be used at smaller scales or alongside more graphic applications.

Our Bunjil M can be used as an alternate to our primary icon in secondary applications such as on game day, apparel and social content.

Our statemark is only used on apparel or in the context of talking about Melbourne United's connection to the entire state.

We have an all-in, team-first attitude, where we are never too big to do the little things. We are always striving to improve, while also empowering others.

We always aim to be the best in everything we do. We do this by challenging ourselves to consistently raise the bar and push the boundaries through creativity and innovation.
We are accountable and take full responsibility, end to end.

We are welcoming and work for the common good.
We treat everyone equally, embrace diversity and fairness, and value every individual.

We exist to inspire athletes of all ages and abilities to reach their potential, provide thrilling entertainment for those who share our love of the game, and enrich the communities in which we work and play, through our values of inclusion, selflessness and excellence.

Bunjil is the creator of Country and men, which includes the land our team plays on and represents. Bunjil is a wedge-tailed eagle, and this icon has been integrated into our logo to be a visual representation of our local country, and to pay respect to First Nations peoples, particularly the Wurundjeri Woi-wurrung people as the Traditional Owners of the land on which we live, work, and play. 

We are very proud to be one of the first professional sporting teams in Australia to include First Nations symbolism into their primary brand identity.