St Kilda has become the latest AFL team to unveil a new logo as the club looks to enter a new era.

The Saints have revealed a modernised version of the club's crest, which has been a treasured and integral part for 90 years.

Club CEO Carl Dilena was "proud" of the new look, saying it touches on the history and the future of the red, white and black.

"We're incredibly proud to reveal our new Crest as we look to set ourselves up for a strong and prosperous future," Dilena said.

"To be successful, we've got to be prepared to innovate and push boundaries. This bolder, more powerful logo symbolises that while also paying important homage to our history.

The Saints underwent extensive research, consultation and conceptualisation from a range of members, fans, current and former players and key personnel, which arrived at the new look.

"We understand the significance of modifying such an iconic symbol, so ensured we engaged in a thorough consultation process with a range of stakeholders from a cross-section of our diverse supporter base," Dilena said.

"Through these focus groups, clear themes were identified as integral for our club's logo. Most importantly, retaining the Crest itself was a non-negotiable.

"We fully understand how important the symbol is to everyone affiliated with St Kilda and hope this change to a modernised and updated Crest continues to uphold what our club proudly stands for."

The Saints broke down the logo into five separate parts:

  • Name - "Our home. Our club. Our Identity. This is St Kilda."
  • Ribbon - " Now connected to the Crest, the compact ribbon allows for greater prominence and size on our guernsey."

  • Cross - "Faithful in boldness and significance to the original Crest medal of 1933, our cross sits proudly at the heart of the design."

  • Origins - "We take pride in our longevity and history as one of the oldest and proudest sporting clubs in existence."
  • Crest - "Preserving the shape of our previous logo, our new Crest honours our past while embracing an ambitious future."

The club's Latin motto of Fortius Quo Fidelius (Strength through Loyalty), which was previously housed in the ribbon of the Crest over the years, will now reside within the hemlines of all St Kilda guernseys moving forward.

"By having our club name and year of establishment front and centre, it paints a very clear picture for football and non-football people alike," Dilena said.

"While we are looking forward as a club in pursuit of success, we will always respect tradition and honour the past to acknowledge the journey we have been on for over 151 years and Fortius Quo Fidelius will remain at the heart of our club, undoubtedly."