Another club AFL logo change – Melbourne
The AFL / VFL’s oldest football club is getting another makeover, it seems. Let’s just have a look at the recent history of the Melbourne Demons football club’s logo.
Ok, so this is the logo which I believe (can’t find any dates for all of this) started the Millennium. I know it was definitely used in the later 90′s. Melbourne, in this logo, were still making mention of the Demons with the trademark of the demon face. This was quite a different logo and lead the way in terms of rebranding for many club who started to remove the traditional shield from their logo.
In the mid to late 2000′s, Melbourne changed their logo again. This time they wanted a more corporate image using their traditional guernsey as a backdrop for their new MelbourneFC type. It was decided that they wanted to specifically be Melbourne without the Demons attachment but still hold onto it for naming rights. This was a bit of a shame, because kids tend to love the mascots (not that Melbourne didn’t have one) and it’s another way for them to get involved in the club. Within any sporting team, having the location name and mascot / subname are very important. I know that’s why I started supporting the Tigers. Anyway for a club to effectively drop a name, when their support in recent history is average to say the least, was quite disappointing.
With this new logo unreleased, I think this is a positive movement for the Melbourne Football Club. It brings back the Demon side with the pitch fork and has gone for a modern yet traditional look. What bothers me is the masses of objects they’ve got in the logo. The football – not needed, the southern cross – not needed and arguably the very important text which I still can’t make out seems to clutter the whole thing even more. I think it has something to do with their history and joining the VFL (at the time). The text is great, and it reminds me of what the Melbourne Football Club should be.
Pete the Drive-By Critic, and 
Brad are discussing. 
Brad 8:26 am on July 30, 2010 Permalink
Looks like they have about 5 logos in one!
lettering at the top looks like carlton, the flowing thing on top of the M looks weird!!
As far as I can tell all they are missing is the kitchen sink.
Pete the Drive-By Critic 10:36 am on August 5, 2010 Permalink
I think that writing in the background says “Rules of the Melbourne football club…arp…1859…Officer of the club…T.W. Wills…Note: we want a shield with too much crap crammed in that smacks of generic committee blandness”.