Got an email today addressing the following things:

New logo - This is what was said in the email re: the logo:

'Two in three members thought that our new logo was as good as or better than our current logo. The new logo has been designed to highlight two of the strongest elements of our Club's heritage - our Red and Blue jumper and the fact that we are the Club of Melbourne. Some younger members did not like the new logo as much, and suggested that we need to have a different logo for kids. Our Demon mascot will continue to be used on junior Club merchandise and publications.'

This is the logo:

Jumper for 08 - Because the 150th birthday is so important, 'Some members have suggested that we signify our 150th Birthday on our guernsey, and we have decided that our special 150th Anniversary emblem will appear on our guernsey in 2008'

You can see the 150th emblem thing under the V.

New home - About the new stadium:

'Building of the new stadium, which will house training, administration and social facilities for our Club will commence before the end of the year, and it is estimated that we will move into our state-of-the-art new facilities before the start of the 2010 season.'

I thought next year would be our last at Junction Oval but I guess not.

New logo - This is what was said in the email re: the logo:

'Two in three members thought that our new logo was as good as or better than our current logo. The new logo has been designed to highlight two of the strongest elements of our Club's heritage - our Red and Blue jumper and the fact that we are the Club of Melbourne. Some younger members did not like the new logo as much, and suggested that we need to have a different logo for kids. Our Demon mascot will continue to be used on junior Club merchandise and publications.'

Is this serious? I would be absolutely gobsmacked if we change the club logo to what is shown there. It's horrible and boring for mine. Not only from a visual point but a practical point as well. Considering most club merchandise (hats, t-shirts, jumpers, scarves etc) is navy blue, how on earth is a logo that is primarily navy blue supposed to stand out. Our current logo is unique, and i for one think it's one of the best in the league.

Rubbish logo IMO. It's unimaginative and boring.

Also, the building of the training facilities seem to take longer and longer everytime. I thought we were meant to be using them in 2009, now it's before the 2010 season?

Like the jumper though

'Two in three members thought that our new logo was as good as or better than our current logo.

I think they must have actually only surveyed three members. Probably members that also sit on the board, because that new logo is in no way as good as or better than the old one.

that logo is extremly borin, as someone mentioned before, how is it meant to stand out on merchandise.

that logo is extremly borin, as someone mentioned before, how is it meant to stand out on merchandise.

I hope they didnt pay anyone to produce that. What an insipid design.

Also, the building of the training facilities seem to take longer and longer everytime. I thought we were meant to be using them in 2009, now it's before the 2010 season?

The State Government and the Melbourne Victory's fault Jaded. They haven't started yet.

I hope they didnt pay anyone to produce that.

They did...

---nup, ive changed my mind several times about this logo and i am very happy we are changing...most older members and fans do not even know what we are talking about when we mention the club logo. it is time we put more effort into advertising that we are the club of melbourne..the oldest and proudest football club. if anyone wants further info, read this: http://demonology.midnight.net.au/Index.iH...p;ArticleID=858

---also a lot of people recognise our logo as the sticker on the back of cars and this is basically the same as that, which is what we need. as the article says, we will not officially be the demons anymore because we are trying to get more new fans, especially people from china and places like that and i believe this is the way to go...dont worry we can still say "GO DEES!", that will not change.

---in reply to that jumper, i think the 150 logo should be above the primus advertising because it looks sh** under the V, and it should be a bit bigger so we can actually see the bloody thing....for those who don't know btw, we are changing from aasics to reebok so a lot of the aasics merchandise is on sale ATM i think!!

---also, now i have a question, will there be a melbournefc shop at the new training facilities or will that stay at the G???

I actually have no problem with this new logo........

Just because it is simple doesn't make it dismissible or bland. I like the fact that it is push towards, for want of a better word, a classy alternative. I didn't have anything massive or specific against the Demon that we had previously, but it did always strike me as a little cartoony. I like the emphasis on "Melbourne" and the fact of the matter is that that design (being like the jumper) is what people have in their heads when they think of our club.

I just would like to see the silver 150th swirl on the logo for next season, if the AFL allows us to do that. But given we have permission to put it on the jumper I would hope that it would be alright to put it on this logo as well and therefore it will be seen wherever the AFL logos are displayed. And I agree with Nuggets opinion above me, in that I am not sold on the 150th logo under the V either. But I am glad that it is there.

Just my opinion, for what its worth !!!

I actually have no problem with this new logo........

Just because it is simple doesn't make it dismissible or bland. I like the fact that it is push towards, for want of a better word, a classy alternative. I didn't have anything massive or specific against the Demon that we had previously, but it did always strike me as a little cartoony. I like the emphasis on "Melbourne" and the fact of the matter is that that design (being like the jumper) is what people have in their heads when they think of our club.

I just would like to see the silver 150th swirl on the logo for next season, if the AFL allows us to do that. But given we have permission to put it on the jumper I would hope that it would be alright to put it on this logo as well and therefore it will be seen wherever the AFL logos are displayed. And I agree with Nuggets opinion above me, in that I am not sold on the 150th logo under the V either. But I am glad that it is there.

Just my opinion, for what its worth !!!

two great minds think alike

Change for the sake of change.

Can't recall too many complaints about the current logo. What a waste of resources.

Change for the sake of change.

Can't recall too many complaints about the current logo. What a waste of resources.

In fairness I doubt the new logo is the result of months of market research and graphic design consultation...

the old logo meant nothing. it was neither strong nor inspiring with no links to our past. it doesnt even look like a demon.

the new one should appeal due to the resemblence to the jumper.a jumper that was wornfor 12 premierships. its simple yet recognizable. im rapt to be rid of the old one.

My perfect logo would involve the old MFC logo with the three letters intertwined (there's an eloquent term for that) on it's own or with a subtle demonic twist.

The new logo is pure [censored].

My perfect logo would involve the old MFC logo with the three letters intertwined (there's an eloquent term for that) on it's own or with a subtle demonic twist.

The new logo is pure [censored].

sorry i disagree on the basis that we need to get every last member and fan to each game that we possibly can and when people think of melbourne, especially older people, they would think of the bumper sticker, or our jumper, not the demon logo. the current logo is very good and clever, especially with the "m" on the top and i guess it is a shame, but if it meant that new people to the city considered this bieng the club of melbourne and joined up, it could really help us. it is all part of a new change at our club and i like the way we are going.

The club is trying to establish MelbourneFC as a brand. The single most important thing for this club is to strengthen the identification of home of footy and our club - Melbourne.

As a supporter, I don't think the logo is that inspiring. But, if it helps people identify the city with us then I say, 'who gives a flying F if we have a bad logo for a couple of years'.

here are all the logos i can find that we have had in the past...if anyone can put up another that would be great and i could add them...

here are all the logos i can find that we have had in the past...if anyone can put up another that would be great and i could add them...

I still like the previous one. The new one is so bland it makes the World paint-drying championships seem like compelling entertainment. I can see where the club is coming from, but seriously, that is a joke. Who are the 3 members they interviewed?

Look at the end of the day, no matter what our new logo looks like, or whether we are officially known as MelbourneFC, this club is still the Melbourne Demons and the colours are still red and blue, and the history is the same, and the players are still playing for the jumper.

If the marketing department at the club thinks they can better position the brand with this new logo, than I'm happy. Whatever it takes to help better this club is fine by me and should please everyone who loves this club.

My only real annoyance is the crapness of the jumper illustration, but that's only because I spend hours creating perfect illustrations for uni and I hate it

One of the questions in the survey was very badly constructed. In asking about a possible third colour for the Away Strip, there was no option for 'None of the Above'. I was forced to select one and I DIDN'T WANT TO! Red and blue are our colours, not Red, Blue and Teal, or Red, Blue and Yellow. What are we, some Johnny Come Lately made up team? We're the oldest club in the land -don't mess about with us!

One of the questions in the survey was very badly constructed. In asking about a possible third colour for the Away Strip, there was no option for 'None of the Above'. I was forced to select one and I DIDN'T WANT TO! Red and blue are our colours, not Red, Blue and Teal, or Red, Blue and Yellow. What are we, some Johnny Come Lately made up team? We're the oldest club in the land -don't mess about with us!

Got to ask who are these marketing boffins within the club making these decisions and driving this change? What marketing qualifications do they have to make the decisions of the future direction of the club's image?

Are we madly trying to brand the club to appeal to the Chinese at the expense of the local supporters? Do we really believe the Chinese are going to be the saviours of the club and prop us up financially?

IMO the new logo is as boring and conservative as the football club. No excitement, flair or pazzaz to attract new members/supporters. Currently the club's branding is is boring, bland and conservative (top end of town) and this does nothing to change that. We're doing nothing to appeal to the future generations of Demons. Children need more than a bland bumper sticker to entice them to follow the club so that we have a supporter base in 20 years time.

Look at the end of the day, no matter what our new logo looks like, or whether we are officially known as MelbourneFC, this club is still the Melbourne Demons and the colours are still red and blue, and the history is the same, and the players are still playing for the jumper.

Yep - which is why we shouldn't be including a third colour on the clash strip. While our current one is not so good, there is no need for a third colour to provide an alternate. I hated having to pick a third colour. And which marketing/management person thought teal would look good on an MFC jumper anyway??

One of the questions in the survey was very badly constructed. In asking about a possible third colour for the Away Strip, there was no option for 'None of the Above'. I was forced to select one and I DIDN'T WANT TO! Red and blue are our colours, not Red, Blue and Teal, or Red, Blue and Yellow. What are we, some Johnny Come Lately made up team? We're the oldest club in the land -don't mess about with us!

Totally agree, I was forced to go for white as the least worst alternative. If they come out and say that their members have overwhelmingly voted for a change in the club's alternate strip based on this, they will hear from me.

I have warmed to the notion of this new logo so this following quote i dont agree with but i asked my mate who is a signwriter what he thought this was what he said-

from my perspective as a signwriter that is technically the shittiest logo that i have seen in a long while .. why? the mix of lower-case to suit upper-case died about a decade ago. the serifs are another disaster aswell when you consider the way that the 'M' drops down below the line, and sombody should be shot with regard to the lower case 'fc'. looks cheap and tacky from a technical perspective.