Proposed NRL franchise Brisbane Bombers may already be in strife with their Essendon namesake considering legal action.
Brisbane chairman Craig Davison confirmed the new name on Thursday morning at Albion Park Raceway, the club's proposed training ground.
But the club, which is in line to become Queensland's fourth NRL team from 2013, says it is determined to write its own history.
"We have unveiled our logo here today, but make no mistake, this is a brand that has every concept mapped and we will work hard to capture the hearts of rugby league supporters," bid director Nicholas Livermore said.
"We have spent a lot of time and energy planning out what can offer fans something new and exciting - not just in Brisbane, but for the sport as a whole."
The AFL and Essendon Bombers are not impressed by the decision, which they believe may be a breach of intellectual property.
Essendon, which sits close to an airport, have been the Bombers since the 1900s and are one of Australia's most iconic sporting brands.
''Essendon has a long and proud history of being called the Bombers so we would want to make sure whatever was proposed didn't infringe on the rights of Essendon,'' AFL football operations manager Adrian Anderson said.
According to the Herald Sun, Essendon Bombers CEO Ian Robson will refer the matter to AFL lawyers.
Should these lawyers believe that the Brisbane bid name is a threat to Essendon's trade mark name, the AFL will act.
"I wish them good luck with their expansion but if the Bombers really is their name then we want to make sure that no lines are crossed or blurred," Robson said last night, in response to the name being leaked.
"Our club has been around for 130 years and the Bomber name has enormous brand equity as a football club around Australia."
Brisbane have already released a promotional video and logo, the latter of which shares a similarity with the V-shaped Essendon emblem.
Earlier this year, the Brisbane NRL Expansion Bid launched a "build our team" campaign, asking supporters to nominate a jersey and name for the future team.
Among the suggestions were the Barracudas, Bobcats, and Braves, before market research favoured Bombers.
The name 'Brisbane Bombers' has been registered with the ASIC since July 5.
The team's colours will be navy, orange, and maroon.If Brisbane's bid is successful, they will not be the only NRL club to share a nickname with their rival code.
Richmond Tigers share their brand name with Wests Tigers, as do Canterbury Bulldogs and Western Bulldogs and, to a lesser extent, Manly Sea Eagles and West Coast Eagles.