Melbourne Football Club emblem

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The Melbourne Football Club emblem, launched in 2010, incorporates a number of different elements, featuring the MFC logo, Southern Cross, ball, trident and flame.

A watermark of the original rules of the game, written by Melbourne, is also featured in the background.

Renowned design group R-CO worked closely with the Club to produce the new emblem, while Global Vision Media compiled a video with Melbourne identities narrating the story behind each feature.

Jim Stynes introduced the video, while Robert Flower talked about the MFC logo, Aaron Davey (Southern Cross), David Neitz (ball), Dean Bailey (trident) and Ron Barassi (flame).

Barassi said the flame represents the impact war has had on Melbourne. The Club lost 21 players in war, with Barassi’s father - Ron Barassi Snr - among them.

“That flame is not just about the players that we lost in war, it represents them. It’s also about the Club and its richness, and about the eternal fire and flame that represents the forever nature of this club itself,” Barassi says in the video.

“The spirit of those 21 players lives on in everyone who’s ever played for Melbourne.”

When highlighting the Southern Cross, Davey illustrated how it is the perfect symbol for all Australians.

“When you see it on the emblem, it reminds you of how the Club brings us all together – players, members and anyone in Australia,” he said.

Flower spoke about how the MFC letters resemble those used in the MCC (Melbourne Cricket Club) symbol.

“The thing that won’t change is our relationship with the MCG and with the MCC – our club is unique because it grew out of the ground and the grandstand – it didn’t grow out of a suburb,” Flower said.

“When you look at those letters M.F.C. now – you’re looking at several lifetimes of tradition. You’re looking at a history of the club and all of the people who belong to it.”

Dean Bailey mentioned how four-time premiership coach Frank ‘Checker’ Hughes changed the club’s nickname from Fuchsias to Demons.

“We’re really proud of the Demon character … we’ve had a few different Demons over the years, and I guess no one knows what a real Demon would look like,” Bailey said.

“The symbolism of the trident is actually quite a powerful one too – even an aggressive one, because we’re an aggressive footy club, playing in an aggressive football competition.

“’Checker’ Hughes coached us from 1933 and through the war years and he took on a side that was struggling.

’Checker’ Hughes turned us into Demons and went on to show the other clubs what a team of Demons could do.”

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