Swans to launch new logo, but not because of Opera House dispute

The Sydney Swans are set to introduce a new logo without the iconic 'feathers' of the Sydney Opera House - but the club says it is not because of a licensing dispute with the landmark's trust.

The new logo was inadvertently leaked late on Thursday night on the AFL Store website and has since been taken down, but was quickly spotted by eagle-eyed fans and has divided opinion on social media.

The old - and the new - logos of the Sydney Swans.

It includes the traditional red 'V' but features a large swan head instead of the Opera House-inspired design that has been part of the club's badge since the 1990s.

A club spokesperson confirmed its authenticity and that the Swans had been planning to launch a fresh visual identity for some time - but said it has not been triggered by any increased financial demands by the Sydney Opera House Trust.

In August, the NBL's Sydney Kings confirmed they would be creating a new logo after being asked by the Opera House Trust to pay $50,000 for the rights to use the landmark's distinct imagery, with a previous agreement between the two parties having expired.

The Opera House Trust said it was part of an "ongoing process to ensure consistency in commercial brand use and trademark licences", putting teams like the Swans who pay tribute to the venue in their logos or uniforms on notice.

NSW Deputy Premier John Barilaro blasted the Trust for what he described as a blatant "cash grab" and promised to look into the matter.

The new Swans logo does feature a squiggle on the neck of the swan, which is somewhat reminiscent of the Opera House's sails but is nowhere near as distinct as the previous logo.

The club spokesperson also said there will be no change to the Swans' guernsey, which has had the 'feathers' design at its heart since 1987.

The Opera House Trust has been contacted for comment, while the Swans are planning on releasing a media statement later on Friday.

More to come

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