Fremantle chief Steve Rosich has reassured fans the Dockers' distinctive purple guernsey and anchor logo will survive the AFL club's marketing overhaul.

Rosich said the colour purple had become a key marketing tool for Fremantle, while he also said changes to the club's song and the anchor logo were unlikely.

The logo in particular has come under heavy scrutiny since the club's inception in 1995.

People have gone so far as suggesting that having the anchor - symbolic of being weighed down - as the logo had contributed to the club's lack of success in the competition.

The Dockers have made the finals just twice in 14 seasons and are the only team in the competition yet to win a premiership.

Rosich, who took over as chief executive from Cameron Schwab in July, said he was a fan of the anchor.

"I like it, and the way it comes up in the clash jumper with the white, and indeed the purple haze, it comes up very strong," Rosich told 6PR.

"The players like it and public and members seem to like it with the numbers of jumpers we are selling.

"I certainly said as part of our strategic plan process next year we would be re-evaluating our brand values and then looking at those sort of elements to make sure they reflect our brand values.

"So no moves to change those things, and I also said personally I very much like our jumper and logos, but over time they may be reviewed.

"There is a possibility (of changes), but I would not be holding my breath and certainly if you reflect on the jumper we wear, which is very unique, we get great feedback on that.

"It is certainly distinctive and shows off one of our key elements which is the purple.

"They are certainly aesthetics, but also things that supporters and members hold dearly to their hearts.

"And if we were to reflect on those and look at some changes then we would consult with all our stakeholders, including members, because they are very important to a football club.

"Whatever we will look at, the purple stays, because that is synonymous with Fremantle."

Brought to you by AAP © 2024 AAP