MATT Burgan goes behind the scenes and gives an insight into Melbourne’s logo launch day

MELBOURNE FOOTBALL CLUB LOGO LAUNCH: Thursday, November 12

6am

IT’S a big day for Melbourne.

And I’m eager to take a glimpse.

No, I’m not talking about the Australian release of the 24^th official James Bond movie SPECTRE – a Bond tragic such as yours truly simply couldn’t wait that long and had to see the advanced screening the night before.

As for a quick review on the latest 007 flick?

Well, I wouldn’t want to spoil it for you. But in the words of Molly Meldrum “do yourself a favour”. Go and see it! I’ll be keen to hear what you think!

Actually, what I’m really looking forward to this morning is seeing the new Melbourne logo lit up in all its glory on the corner of Flinders St and Swanston St – above Young and Jackson Hotel.

I’m told it’s on loop among other advertisements. As I drive along Flinders St, I wait for it to pop up and then all of a sudden … there it is! But I only catch a fleeting glimpse.

A quick Bond-like manoeuvre follows – just joking Vic Roads – and I pullover, hop out of the car and take a snapshot of the club’s great new emblem, which is designed by in-house graphic designer Dave Larkin, best known as the lead singer of rock band Dallas Crane.

I have to wait a couple of minutes, once the other ads have ticked through, before the Melbourne logo appears again. And then it finally reemerges in the Melbourne skyline. It looks a treat.

Just to add the cherry on top, a SPECTRE advertisement, on the billboard underneath the one featuring the Melbourne logo, flicks through at the corresponding time!

Tap, tap, tap on the iPhone I go.

It’s a beautiful moment where the city of Melbourne bonds with football. Shocking pun purely intended. But it’s a fantastic sight to see it on the big screen … ah, the Melbourne logo that is!

In all seriousness, the work that’s been put into this day, behind the scenes, has been immense by the staff of the Melbourne Football Club. And to see it flashing in an iconic part of our beautiful city only reinforces why the club is so determined to be intrinsically part of city of Melbourne.

It’s a great start to the morning.

6:30am

I arrive at The Tan to find Jen Watt (general manager marketing and communications), Matty Goodrope (communications coordinator), Sam Laidlaw  (digital video producer), Bridget Hanson (event executive) and Andrew Nichol (manager of welfare/operations) handing out bottles of water with the Melbourne emblem on it to walkers, joggers and runners.

The Tan is one of several areas around the city where the new Melbourne logo is being launched.  

I’m there for a couple of minutes when a Melbourne supporter wearing a 2015 club training top sprints past The Tan clock and gladly accepts a bottle from Hanson.

Cracking open the bottle, he says: “I’ve just bought this training top, but now I want the updated version.”

He likes it. And it’s a positive start.

Soon, a familiar figure runs past the finishing line – dual Geelong premiership player and former Demon Shannon Byrnes, now player development manager at the club.

He’s happy to take a bottle from Nichol, who cuts a hulking figure.

Fit as a fiddle, Nichol still looks as if he could still play – he managed three matches with the Bulldogs in 1995 – and on several occasions he’s asked by people accepting the water from him, if he’s a player with the Demons.

7:45am

I walk through the beautiful Queen Victoria Gardens, opposite the Victorian Arts Centre, towards Soul Kitchen – a mobile café located outside the Arts Centre.

Upon arrival, I see Celia McDonald (commercial coordinator), who is representing the club at the café.

Michael Sergi is the man who makes the coffees at this funky set-up – only this morning his brew is served in cups sporting the Melbourne logo.   

He’s got a loyal customer base and the free coffees, courtesy of the club, are going down well among the strong cycling fraternity that is present.

Edward Hore, president of Australian Cycle Alliance, is a regular and is enjoying the Melbourne initiative.

“I have a lot of respect for the Melbourne Football Club, even though I don’t barrack for them,” he says.

Overall, ‘the vibe’ (hello Dennis Denuto from The Castle) is good fun.

8:15am

As I head back towards the MCG, along Olympic Boulevard, I’m reflecting on the enjoyable start to the day and the initial reaction to the logo, which has been positive.

Continuing my stroll, a guy in his late 20s/early 30s is just about to walk past, before he comes to an abrupt halt. He then points at my t-shirt with the new Melbourne emblem on it, pulls out his headphones and says: “I love the new logo”.

He whacks back in his headphones, gives me the thumbs up and continues on his merry way.

I raise a smile, say thanks and continue walking back to the ‘G.

The logo’s starting to be noticed.

8:30am

It’s back to the usual Melbourne Football Club early morning stomping ground at the Hugh Trumble Café, where many a coffee is gulped to kick-start the day.

‘The Trumble’ or ‘Trumby’ has its usual customers each morning, with the likes of the MCC, Cricket Australia and Cricket Victoria among its regulars.

Jo, Kuki, Nicole and Brooke, who are serving coffees this morning, are part of a fabulous team at the Trumble.

They get right into the spirit of it, as the customers opt for the Melbourne cups.

“Everyone is positive about it and very happy to have their coffee in the Melbourne cups this morning,” Nicole says.

Jo says up to 100 extra coffees have been served this morning, given the word has spread around the MCG precinct that Melbourne is offering up free cuppas.

9:30am

Melbourne Girls Grammar School is the next destination on the club’s visit around the city.  

The MGGS students gather outside for what they believe is their usual PE class. Instead, they’re greeted by three Melbourne players: Dom Tyson, Angus Brayshaw and women’s captain Daisy Pearce.

The players mingle, appear in selfies, sign autographs and give out some newly-branded Melbourne footballs to the girls.

And it’s fair to say the students are impressed by the players’ presence, with more than a few “OMGs” uttered!   

Watt, Goodrope, Laidlaw, Fran Lockhart (events manager) and Anna Harrington (social media coordinator) are also in attendance and helping with proceedings.  

The school’s maintenance man, Louis, a Melbourne supporter, also joins in the fun and has a photo with Brayshaw.

A Melbourne fan among the students is overheard trying to convince her friend to now barrack for the Demons.

“You should change to Melbourne,” she says.

To which her friend replies: “I’m considering it.”

A group photo is taken towards the end of the visit, capping off a genuine buzz for the youngsters. 

Tyson says he’s a big fan of the club’s new logo.

“Angus, Daisy and I have come down to Melbourne Girls Grammar to help launch the new logo, which is exciting and it’s a new step forward for the club. It’s a different direction and it’s exciting to be part of it,” he says.

“We’ve been really happy to help out and it’s got a really good reception, so that’s always good.

“Being one of the young guys back at training now, it feels like it’s our logo and we can move forward with it and grow with it. It’s definitely something we can be proud of and I can’t wait to see all the new gear and training apparel, so it’ll be really good.”

Tyson adds that it’s been a “solid” first week of pre-season.

“There have been a few really good schedule changes and the facilities inside our set-up have been changed a bit, so that’s really good too,” he says.

“Everything’s really accessible and it’s heading in a good direction – even if it’s a long way to go.

“I had a really good break and got away to Europe with Tommy Mac (McDonald) and Viv Michie, while Jake Spencer and Jordie McKenzie came for a little bit as well, so we saw a little bit of the world and freshened up. Now I’m raring to go.”

11:30am

Next stop on the Melbourne logo launch is Bourke St Mall.

A Melbourne-branded water cart is set up opposite David Jones in readiness for the lunchtime crowd.

A pan pipes version of Simon and Garfunkel’s Sounds of Silence echoes down Bourke St from one of the city buskers. As soothing and as impressive as it is, it is not followed up by other songs of that vintage such as Shirley Bassey’s Goldfinger or Tom Jones’ Thunderball. Anyhoo …

Goodrope, Hanson, Laidlaw, George de Crespigny (chief commercial officer), Brooklyn Fraser (membership officer) and club great Russell Robertson are on hand to give away more than 1000 bottles of water – of course with the new Melbourne logo.

Melbourne supporters Jay Ahlip and Bruce Muir are among the diehard fans to pop down and receive a bottle of water.

Muir is a fan of the logo: “It’s very nice and very simple. It’s good to have the city name for the city team.”

Another Melbourne supporter, a 20-year member, who walks past to grab a bottle, says about the emblem: “It’s a brand new day. I love it.”

It’s also great to see people who don’t follow the club be complimentary about the emblem.

One lady who follows the Cats says: “I’m a Geelong supporter, but I like Melbourne and your coach.” But then again, who doesn’t like Roosy?

Another lady who passes by, originally from Ireland, says she’ll barrack for Melbourne, once Fraser offers her a club football. The lady is adamant about it too.

An American man from Texas soon swings by to see what the giveaway is all about.

Once informed that it’s the launch of Melbourne’s new emblem, he says: “This is pretty frickin’ cool. Go Mel-bourne. Damn Skippy.”

Even tram drivers are happy to stop a little earlier than their designated pickups to receive a bottle of water through the window from Robbo. And why wouldn’t you?

2pm

I walk from Bourke St Mall to Hosier Lane, just off Flinders St.

By the time I arrive, tattoo and aerosol artist @simplesime and fellow aerosol artist @dvate are putting the finishing touches on a piece of artwork featuring Nathan Jones and the city of Melbourne, which they started around 10am.

Titled ‘This is Melbourne’ – it’s an outstanding piece of artwork featuring Jones and the city in Hosier Lane.

@simplesime is Jones’ tattooist and he says he was only too happy to help out.

“Nathan and I have bonded over plenty of different stuff. We both ride bikes together in the off-season, have a bit of a roll (skateboarding) and love talking about surfing – and we get along really well with the family,” he says.

“It (the artwork) goes hand-in-hand with the club brand. It’s stripped right back, so we needed to keep it pretty simple.

“I consider myself an illustrator, but I really like doing this stuff.”

A media conference is scheduled for 2.45pm with Jones to talk about Melbourne’s new emblem.

In the meantime, I waddle up to Duckboard Lane (shocking pun I know), where a few Melbourne street/band posters have been stuck up. A few are bunched together. Some are solo. But not the poster next to Jason Derulo’s upcoming tour!

Around town, Melbourne’s new logo is also plastered on other prominent street/band poster landmarks. The emblem ends up sitting among other artistis/festivals such as The Rubens, Saskwatch, Earthcore, Laneway Festival and Sarah Blasko.

Back at Hosier Lane and it’s a hive of activity. It’s not quite like the wondrous streets of Kathmandu, which I’ve been fortunate to experience, where it’s initially sensory overload – even if it’s one of the most incredible places to visit.  

But, believe me, there is plenty happening in Hosier Lane!

Another crew has set up taking time-lapsed film of other street art, as school groups, tourists and colourful characters wander up and down the street. People are stopping in the middle of the street – whether it’s to park a car, take a pic or simply ride a bike.

It’s all part of the plan to take the logo – and the football club – to new parts of Melbourne, while reconnecting to all and sundry in the world’s most livable city (even if it’s a little crammed in Hosier Lane).

Jones arrives with wife Jerri and daughter Bobbi, who is a gorgeous little girl, and not yet one year old.

He’s pretty happy with the artwork from his mate @simplesime. Jones is also happy to be “connecting with the city” for the logo launch. He says the players “are right behind” Melbourne’s new logo and the direction it is taking.

“I have to say he’s done a good job. Sime is responsible for all of my tattoos on my body,” Jones says.   

“I think he’s done a good job and he’s given me an extra tan. You would’ve thought I’d been in Bali this off-season, but I think it looks terrific.

“The footy club is the only team in the league that holds the Melbourne name.”

Jones also updates the media on his off-season surgery to correct a serious neck injury. He says it’s been a success.

“I knew almost straight away within 24 to 48 hours after surgery that it was the best decision that I made,” Jones says.

“I’ve had no real recurring nerve pain, which I had throughout the year, since the op. Now it’s about strengthening the muscles that were hindered by the nerve being blocked throughout the season.

“I’m a fair bit ahead of schedule, but the main thing that’s going to hold me back is contact. The surgeons are certain that I can’t get hit in the head for at least the next couple of months.”

4pm

The Melbourne staff gathers back at the MCG for a quick bite to eat, before the final major activity of the day. The pizzas have arrived and they’re polished off pretty quickly. They go down a treat!

The word around the table is that the day’s been a great success – and from what I witnessed – there is no doubt about that. 

It’s worth nothing that several other venues have also had a Melbourne presence throughout the day, including Kettle Black, Hunger Games, AFL House Café, Paddock Café, Edwin’s and Melbourne University, which all got right behind the new logo.

5pm

The tweet that sparked Melbourne’s new logo campaign – at 7.56pm on Wednesday night – from Jesse Hogan was now about to take place.

For the record, he tweeted: “Anyone up for a kick in the park tomorrow? Thinking Yarra Park at 5.30. @jackviney7 surely you’re in?”

It was just the cryptic message needed to start the intrigue. Sound like any new-released movie?

The kick-to-kick session was now on.

Hogan, Viney and Pearce were among the thick of the action. Even Larkin, the man behind the logo, relishes his opportunity to have a kick with some of the guns of the club, as do a handful of other Melbourne staff.

A few hundred kick-to-kickers enjoy their time with the trio for up to an hour and a half. Fans also gain a selfie or two, plus some autographs with the players during the evening.

Hogan conducts a media conference during the session and says it’s great to have a kick with the supporters as the club launches its emblem.

“It’s something a bit different, but it’s good to connect with them – some of the kids and the fans,” he says.

“It’s good that we got a bit of a turnout and we’ve had a bit of fun.

“The marketing department has been awesome and they wanted the idea to reconnect with Melbourne and the city. I’m very happy with it (the logo) and I’m one of the first boys to wear it, so it’s very cool.”

Naturally, the 2015 NAB AFL Rising Star winner is asked about Melbourne’s prospects in 2016 and his future post-2017.

“You really have to set yourself a target to play finals footy, like every team does and I truly believe we can make it,” he says.

“At the moment, I’m signed on until 2017 and I’ve got two years to go and there is not an exact rush and no reason to leave at the moment – I’m really enjoying it [at Melbourne],” he says.

It’s nearing towards the end of the kick-to-kick and I have a chat to several passionate Melbourne supporters, including Martin, Tina and Danielle, who come along to enjoy the evening. They are a fantastic representation of the club’s supporters and relish the opportunity to be at the session – and give high praise regarding the new logo.

It’s a great way to cap off what’s been a most successful – and enjoyable day. In fact, from a personal point of view, it’s been one of the most enjoyable days I’ve had working at the club – certainly from a non-match-day perspective.

The energy and enthusiasm among the club – from the staff and supporters was real. It made you proud to be associated with the red and blue.

It’s one moment in the club’s journey, but it was genuine and felt like a true Melbourne experience. One that is well and truly entering a new era.

Go Dees!