Western Bulldogs legend Bob Murphy has no strong preference when it comes to the club's name, but he is adamant that the iconic red, white, and blue colours should never change.

As the club prepares to celebrate its AFL/VFL centenary in a blockbuster clash against Collingwood at the MCG on Friday night, the Bulldogs will temporarily revert to their traditional "Footscray" moniker—a nod to their deep-rooted history.

The club officially transitioned from Footscray to the Western Bulldogs in October 1996, a move that aimed to expand its reach beyond the inner western suburbs of Melbourne. While the name change was divisive at the time, Murphy believes the true essence of the club lies beyond labels.

"Call it what you want, the spirit of the footy club is the colours and the bulldog and the geography," Murphy said at Whitten Oval on Monday.

"The place we're stood on right now is very special.

"I keep using the word 'proud' deliberately because of the trials and how difficult it's been in various parts of the last 30 years, let alone 100 years.

"Today the club is solid in its foundations, and who knows what the possibilities are for the future."

A Name Change That Divided but Ultimately United

The rebranding decision in 1996 was met with resistance from passionate traditionalists who wanted to preserve the Footscray identity. However, over time, the wounds healed—perhaps helped by the club’s fairytale 2016 premiership triumph under the Western Bulldogs banner.

Despite the initial controversy, Murphy downplayed any lingering divisions over the name.

"I don't think division is the right way to look at it. It's a state of mind, and I say that unashamedly," he said.

"I know that sounds a little bit existential, but call it Footscray, Western Bulldogs ... it's about the colours that these guys run out in every week, and it's the spiritual place of our footy club.

"It's about the turf we stand on and represent."

However, he jokingly warned that changing the club’s tri-colour scheme would be a step too far.

"If we change the colours, that will cause division," he laughed.

A Club That Has Fought for Survival

The Bulldogs have endured their fair share of struggles throughout their history, including a near-merger with Fitzroy in 1989 that was only prevented by the determination of loyal fans who helped save the club from financial collapse.

Now, Murphy believes the Bulldogs are positioned to flourish over the next century.

"The past champions are a really important part of it, but a much bigger part is the supporters," Murphy said.

"Footy clubs are circles within circles, and there's a whole lot of people over 100 years, quite literally, and more, who have had a massive impact in just dragging us to a point of survival.

"The game is clearly a crucial one, but the fact that the club is thriving is pretty incredible.

"It's a cultural story as much as a football one."

Murphy was famously sidelined with an ACL injury during the Bulldogs’ fairytale 2016 premiership-winning campaign, but coach Luke Beveridge ensured his contribution was recognised by inviting him onto the podium and gifting him a premiership medal.

Homecoming for Murphy in a New Role

Now 42, Murphy played 312 games for the Bulldogs before transitioning into an off-field role. He spent three years with Fremantle before returning to Whitten Oval this season to contribute in a leadership and cultural role.

On Monday, he helped launch the club’s centenary celebrations alongside current stand-in captain Tom Liberatore, whose father, Tony, is a club great.

"It's home. I've spent more than half my life here and Tom, it's in his bones," Murphy said.

"It's almost elemental to us. It's a bit like describing what the rain's like, it's just part of who you are.

"I love being back in the colours and I'm in admiration of Tom and his teammates and Bevo and the coaches.

"I ride the bumps with the boys every week."

The celebrations will include a pre-game event featuring Bulldogs greats ahead of their highly anticipated clash against Collingwood.

For Murphy, this milestone is more than just an anniversary—it’s a tribute to the resilience and spirit of the club’s past, present, and future.