THEY haven't played finals footy since 2013, but Collingwood hopes a new logo could be the spark to bring new success to the Magpies.

The new emblem was revealed on Wednesday morning and features the iconic black and white stripes, with a magpie flanked by the gold laurel drawn from the engravings on the club’s 15 premiership cups.

Magpies president Eddie McGuire said the new emblem reflected the changing nature of the club as it diversifies with its involvement in the AFLW.

"We remain as committed to our AFL program as ever, but we must also embrace change," McGuire said.

"We continue to grow and evolve. Our new women’s teams make us stronger, broader – better equipped to face the challenges of the future.



"Together, we’ll wear this logo with pride as we stand side by side with our supporters and commit to challenge ourselves and innovate in the pursuit of excellence as a high performance organisation and as a leader in our community."

The club's first logo was created in 1892 but has evolved over the last 125 years, with the most recent logo introduced in 2004.

The new emblem will feature on both the men’s and women’s apparel next year.