It is broke. It's dull, it's dated, it's got little to nothing to do with our history...
It doesn't look all that great, but no history? We won a flag under the current logo. As far as I'm concerned, it has it's history. A much cherished one at that.
I still prefer it to this "heritage" logo. At least with the plane, the little kids think it's "cool" = more supporters to grow up.
Problem is, a lot of these supporters, like me, grow up... and it no longer continues to be something you want to look at.
It doesn't mean we shouldn't ever include a Bomber in the logo though, I'm sure it's possible to create one that not only looks modern and timeless, but also something that'll catch a young supporter's eye.
Just as the Pies, Blues, Tigers, Hawks, Cats make note of their nickname, we should too. It's a big marketing tool and our identity as the "Bombers" even stretches as far as our club song. You don't hear the words "Essendon" in it at all. I want both aspects of our identity to be treated with the same respect.
Touchy subject and not everyone will be pleased.
FWIW, I like "the gate" design, but I want a logo - not a monogram. Monograms have never appealed to me... plus it looks like something straight out of the EPL. And I hate everything about the dull, depressing EPL.