Club boss Ian Rowden, writing on an au.fourfourtwo.com Australia news forum as the 12th A-League licence holder, said he liked the idea of a traditional name for the club which is set to join the A-League in 2011.

'Over the past few days the name Sydney Rovers FC has begun to take hold. The media has been overwhelmingly positive and while not everyone ever agrees totally with a name, initially we've had enough feedback to tell us we're on the right track. More to follow,' wrote Rowden.

The club's star-studded logo has also attracted some debate, as the former Young Socceroo explained: "The idea behind them is really simple. The star on the left represents the Southern sky, the star in the middle represents the Western sky and the star on the right represents the Northern sky. Nothing more, nothing less.

"It's not a hybrid version of the Southern Cross, nor is it a constellation of any sort. It's just three stars representing the broader north, west and south of our city."

And the colours of the club - red, white and black - are very much associated with football in the west of Sydney with Rowden - who's a boss at high powered ad agency Saatchi & Saatchi - adding that the colours will have a strong appeal. 

"Strange as it may seem we think it's nice to have a subtle link to the great clubs of the past like Western Suburbs and Blacktown City who also carried these colours in one combination or another." he wrote.

"We also know from a commercial point of view, these three colours are a very powerful palette combination. We are moving forward to look at how we will commercialize our look.

"We want to thank all you guys who have suggested various strip options to us. In the coming months we'll continue to refine our thinking and we'll let you know where we end up."

The fact that Rowden has embraced the online world as a vehicle to engage with everyday fans has received a positive response and signals the club understands the power of the Internet to help shape the club. 

"I wish the Melbourne Heart group were this open / engaging the football community like this," wrote one forum user.

In fact the new Melbourne club has begun using the Internet as a tool to help shape the club and engage with the world. It's currently running online polls for potential club names and other elements of the club.

For the moment, Rowden is excited about the new Sydney club and says he'll continue to engage the readership of au.fourfourtwo.com.

"The journey has started and we have many decisions to take in the coming months," he said. "From time to time we'll check back in and let you know the progress we are making. 

"We said from the outset we wanted to build a club that was inclusive and by that we mean we want it to be a club for every football fan in Sydney. To this point we know we have to be prepared to listen and learn as we go. And we intend to live up to this fact.

"For now we really want to thank all of you who have personally joined the conversation and who care enough to tell us what you think, what you want or you'd like us to consider."

You can read more and have your input on Sydney Rovers FC here.