The Casey Demons are the Victorian Football League (VFL) affiliate of the Melbourne Football Club, based in Cranbourne East, Victoria. The club was renamed from the Casey Scorpions in December 2016 as part of a deliberate brand alignment with Melbourne, which is also nicknamed the Demons.[1]
Design and History
The Casey Demons identity was introduced ahead of the 2017 VFL season, when the club announced it would adopt the traditional red and blue Melbourne playing strip.[1] The rebranding included a new name, logo and uniform, as well as a new theme song based on “It’s a Grand Old Flag” to align with the club’s new image.[2]
The name change was described by Melbourne’s General Manager of Football Josh Mahoney as “a change in branding” intended to strengthen the alignment between the two clubs, while the governance structure and general operations would remain the same.[1] The club retained the navy blue and red colours common to both teams when it adopted Melbourne’s traditional guernsey design.[3]
As part of the transition, the club committed to respecting the history of the Springvale Football Club, the name under which it was previously known. This was done through recognition of Springvale on the new jumper, a heritage game, and continued recognition of the club’s history through awards and the honour board.[1] The team also wore a heritage jumper at some stage during the 2017 season.[4]
Meaning and Symbolism
The rebranding was explicitly driven by the desire to align the Casey club’s brand with Melbourne’s, leveraging the Demons brand to create new business and supporter opportunities.[1] The adoption of Melbourne’s traditional red and blue playing strip was the central visual expression of this closer partnership, with the colours retained because they were common to both teams.[3]
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