THE Fremantle Herald’s avian mascot has been its symbol since its first issue in November of 1989. 

Rewind to September of the same year, the staff of the fledging Herald were searching for a logo, something to capture the essence of Fremantle. 

Try as they might a logo still eluded Herald owner Andrew Smith and co. 

The Chook

It wasn’t until the would-be editor Sian Martin returned from a trip to San Francisco with a bundle of US publications for inspection the breakthrough was made.

Within one of the publications, in the middle of a full page spread, lay the image of a rooster standing proud with human legs.

Two passers by stop to take photos of The Chook

From there, Mr Smith tapped friend and local artist Frances Jelovsek to reinterpret the image and make it the Herald’s own.

“I want our image to be different. I want it to be sort of beady eyed,” Mr Smith said.

What Ms Jelovsek returned with is the very same design we see today of the off-kilter chook.

Linda and Wendy enjoy their morning coffee, company and reading

“It’s out to get the news. It’s going to get the story, but a rooster heralds the dawn as well. So, we’re going to get the story first” Mr Smith said.

This idea being exemplified by the rooster set in stride; it was poultry in motion.

“It’s got its human legs and done in a little bit of a walk. And then it’s got ballet pumpson. Now what could be weirder than that,” Mr Smith said.

The logo stuck and so did the nickname The Chook after a congratulatory letter sent to the paper from arts administrator June Moorehouse opened, “Dear Chooks”. 

Jerry, shows off his Chook tattoo

Since 1992 and the Herald’s move to its Cliff Street office The Chook has hung proudly, adorning the building’s exterior and becoming one of Fremantle’s most photographed signs.

Thirty-five years since its debut The Chook remains an icon showing up in photos and in print – not just on paper but skin too.

by GUS CULLEN