Melbourne Storm have today unveiled a new logo ahead of the 2019 season.

Created in collaboration with brand agency WiteKite, the Club is proud to unveil the new logo, which is a natural evolution of the 20-year brandmark of this season.

The progression of the brand will see Storm continue to take an exciting and innovative leap into the future.

The purple trademark remains as an unwavering reminder of what the Storm army and their city are proud to stand behind. The only NRL team to wear the colour - purple has become a symbol of unity and passion for Storm fans and Melburnians over the last 20 years.

Purple will be accompanied by Navy and Grey - a respectful nod to the past whilst embracing a bold, fresh approach to the future. While the iconic Storm Man holding the lightning bolt remain critical elements to the identity of the Club.

The new logo will feature on the Club's 2019 apparel, at Storm's AAMI Park headquarters, while membership packs will also feature the fresh look.

Melbourne Storm CEO Dave Donaghy highlighted the importance of continuing to acknowledge the Club's history while using it as a platform to drive future success.

"Always synonymous with Melbourne Storm will be purple, Storm man and the lightning bolt and that was in the forefront of our mind when determining the brandmark for 2019, following our 20-year celebration.

"The Storm mindset is simple, to be the most professional and respected sporting organisation in Australia by constantly striving to lead the way, both on and off the field. The new logo and brand will be a symbol for the entire Club to stand behind as we step collectively into the future."

The energetic, electric and fresh look will see Melbourne Storm enter 2019 and beyond with a focus on staying ahead of its competition as it continues to strive for sustained success.