Adelaide will take a new two-logo approach into the 2010 season.

The original 1991 Crows shield logo will return and be used in tandem with a new marketing logo featuring a “fiercer” Crow image.

The new logo – the club’s fourth since 1991 – was the result of an AFC Board decision to launch a rebrand to coincide with the opening of the club’s new Training and Entertainment facility.

But the club’s short history will also be emphasised by the use of a heritage stamp based on the original Adelaide Football Club shield of 1991. This will appear on club stationery, awards and plaques and at formal functions.

Crows CEO Steven Trigg said the rebranding was based on a mix of the old and new.

 “Our heritage will always be reflected in our first jumper being used at home and now with the use of our first logo,” he said.

“The home ‘hoops’ guernsey will never change. But for marketing purposes, you move with the times.

“We wanted a new logo – one that is more marketable, more appealing, more youthful. Our team is known as being fiercely competitive. The crow on the logo has a fierce look and it reflects our values.”

Preliminary designs were shown to staff, major sponsors and focus groups of members of all age groups earlier this season.

“The feedback was positive, especially from our younger fans,” Trigg said. “And when we showed it to the players they loved it, they were very supportive.”

Trigg said the rebranding was to have been launched at the club champion presentation on October 2 but one of the new logos was leaked on the internet this week.

“We were extremely disappointed the new logo was leaked and then broadcast on a television news report,” he said.

 “I understand some of our members and supporters will have different views about it - and we expect that. But I want them to consider the whole package.”