19 July 2019

For immediate release


  • Association changes its name to Basketball Hawthorn
  • Evolves brand for first time in over a decade, following three-month consultation process

The Hawthorn Basketball Association has made a pivotal change, adopting a new name, logo and colour palette in a sweeping rebrand, inclusive of its representative arm, Hawthorn Magic.

The ground-breaking rebrand, the first of its kind since 2007, has delivered a modern and innovative look and feel for both the administration and the elite representative Club, Hawthorn Magic, which this year was crowned Best Junior Program in Victoria.

Honouring its roots, the Association has adopted the original navy blue colour scheme which defined Hawthorn Magic when it was founded in 1991, and accordingly will reintroduce a new navy, white and green uniform in October for the 2020 season.

In a nod to the sport’s place within the broader basketball community, the Association has also decided to mirror the naming convention established by Sport Australia and will rebrand as Basketball Hawthorn, in line with Basketball Victoria and Basketball Australia.

A new font and streamlined circular badge design illustrates the unity of basketball operations under Basketball Hawthorn’s management – including 13 domestic clubs, over 750 domestic teams, more than 500 senior and junior representative players, and nearly 150 officials.

In addition, the Hawthorn Magic logo has also been redesigned to reflect the overarching Basketball Hawthorn brand. Using the visual cue of a shield, and incorporating the new brand’s signature green basketball, it brings to life the key elements that define Hawthorn Magic: power, leadership, professionalism, and elite success.

The roll out of the new suite of brands follows extensive consultation with Basketball Hawthorn stakeholders; more than 8000 players, parents, coaches and referees were invited to contribute ideas and feedback via a survey to help foster the new designs. Additionally, a workshop for domestic and representative delegates further influenced the final outcome. The Junior Magic Committee was also crucial in helping to determine the final designs.

Basketball Hawthorn general manager Brock Rogers said the modernised brands would help both the Association and Hawthorn Magic position for growth.

“We are currently in an incredible phase of expansion and we’re enjoying considerable success both on and off the court,” Mr Rogers said.

“This rebrand is more than just a new logo – we hope it will help us deliver on our strategic aim of being the sport of choice in the inner east by creating and operating a truly united Association.”

“Magic players, in particular, wear their uniform with pride; we attract the best players and the best coaches because we run an incredible program, especially at junior level. We want to ensure these brands reflect that success and enable us to continue to prosper into the future.”

“We are confident that our new look will help us stand out, particularly on social media. It’s part of our plan to deliver more consistent and frequent communication.”

Mr Rogers acknowledged the outstanding work of brand & design agency Synkd and thanked principal partners Jamie and Vanessa Thomas for their creativity, commitment and leadership in developing the new-look logos.

“The process of working with Synkd has been seamless and has delivered on all our brand objectives,” he said.

The new brand will soon be on show permanently at Basketball Hawthorn’s new headquarters at 48 Whitehorse Road, Deepdene. The newly acquired headquarters are now in operation and include a merchandise store run by clothing and footwear supplier And1, offices for administrative staff as well as a range of meeting rooms and conference facilities which are available for all domestic Clubs and stakeholders to access and utilise free of charge.



For further information, please contact:

Brock Rogers

03 8529 4614 or

Link to announcement Video