NORTH Melbourne has unveiled a new logo, with a more fierce-looking kangaroo the main feature, after members voiced opposition to the previous version.

North Melbourne CEO Carl Dilena told the club's website members had wanted the club to take on a different look for some time.

"We took on a lot of feedback from our members who had been calling for a change ...," Dilena said.

"It was clear to us that the old logo no longer represented what we stood for or what we aspired to be."
It is the seventh logo the club has had in its 147-year history.

The club hired two brand agencies to come up with the logo.
"It was a long and thorough process that began early last year," Dilena said.
"Getting a designer or illustrator to capture a determined, dynamic, strong and proud looking Kangaroo was problematic. The early concepts we were presented with didn’t quite hit the mark.

"We're delighted with how it looks," he said.

"He (the kangaroo) has a real sense of purpose and, most importantly, we've reinstated the name North Melbourne as promised.

"I think he embodies everything about this great club. Who we are, where we've been and where we're headed."

The words 'North Melbourne' are now very prominent, a noticeable shift from the years 1999-2007 when the club dropped the suburb's name to be just known as 'The Kangaroos'.