The Demon Spirit has been ignited for all whose hearts beat true.

With the launch of a new brand campaign, Melbourne is embracing the fire within its members, supporters, players, coaches and staff.

Trust, respect, unity and excellence are at the core of the Demon Spirit, informed by the club’s purpose and aligning with its values.

It encapsulates its past, present and future. It celebrates rich contributions of years gone by, modern-day triumph and the prospect of what lies ahead.

It unites the faithful. It separates from the rest. It’s what makes the red and blue.

In 2022, and beyond, the fire is burning. 

This is Demon Spirit.