JK, the brand

[229]

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[Tatty]

Wonder how much designing that cost

[Mrs H]

Yes it's quite jaunty - but if you want to use it on commemorative merchandise like hoodies etc you've got a problem as once you've got one you won't buy another almost identical will you?

[AndyC]

The only problem I see is that I can actually see the "running man" as someone falling backwards- might just be my eyes and my computer but.......

Does anybody remember the "Have I got News for You" item on the new logo for OGC (Office of Government Commerce) which when you turned it on its side became X-certificate?

[229]

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[andy]

I like the JK logo, hopefully it's not at the expense of the event itself! (no website for 2012 yet? )

The Moray 2013 logo is a total embarrassment, not sure what possessed anyone to think it was worthy of a S6D event! Thankfully the event itself looks amazing so hopefully the logo doesn't put anyone off

[graeme]

"JK2012 Perthshire"
That should be an easy sell to West Lothian Council. Livingston doesn't even have a rink for iceskaters to fall over in.

Still, as a well-known Etonian once remarked "Could the prime minister even name a town in West Lothian?"

[Angry Haggis]

Reminds me of the Ampelmännchen.

[andypat]

WHy's he drinking a can of beer?

[Electrocuted]

I'm not too keen on the new JK logo. I really like having different logos on event merchandise.

We were just discussing the Moray logo the other day - the colours are really not going to be kind to merchandise. I really liked the Oban 2011 logo and the merchandise went really well. We only had a few buffs left - every single other item sold out.

I was one of the people wanting to buy a London City race t-shirt - someone on Nopesport had said a while ago that they were looking at doing merchandise but sadly it was not to be.

[brooner]

It does stop things like this happening though..

Indeed, what is especially frustrating is that a proper designer came up with some initial ideas, and was willing to produce something for free, but was then ignored!

I'm not sold on the JK logo, might be improved by the map being an outline rather than a block, but that is just personal preference.

I'm more intrigued by

It is hoped that the above work may also lead to our major events generating alternative income streams for British Orienteering from external partners and sponsors.

Is this based purely on merchandising? I'd have thought that one of the biggest events in the UK shouldn't really need to rely on a new logo to generate income through sponsorship etc.

[Scott]

I'm not sure merchandising is a big factor - the amount of money you can make through selling t-shirts etc is relatively small, particularly compared with the effort required to design/produce/sell the merchandise.

I think the idea with this work on the JK is that a consistent, professional brand image will be more attractive to sponsors, particularly when looking at multi-year deals (which is where the big money is). So there's more to this than just a logo: that news article talks about the plans for a standard JK website template, someone seems to have registered thejk.org.uk, all the British Champs (and the JK, I think) now use the same standard template for map borders/title, and I'm sure there's more still to come. This is all part of trying to develop a long-term, coordinated marketing strategy, rather than just signing up odd sponsors for odd events here and there.

[Mrs H]

The Moray logo would be perfect for what I've been doing all afternoon - but sadly that wasn't orienteering it was cleaning up the onion crop and storing them in the greenhouse

[brooner]

I think the idea with this work on the JK is that a consistent, professional brand image will be more attractive to sponsors, particularly when looking at multi-year deals (which is where the big money is). So there's more to this than just a logo: that news article talks about the plans for a standard JK website template, someone seems to have registered thejk.org.uk, all the British Champs (and the JK, I think) now use the same standard template for map borders/title, and I'm sure there's more still to come. This is all part of trying to develop a long-term, coordinated marketing strategy, rather than just signing up odd sponsors for odd events here and there.

I agree, and what I was kind of getting at was more that you need the overall event image and arena production needs to be more sponsor friendly rather than just having a nice logo (& website etc). Ultimately what will be most important to sponsors will be their impact on the day, and how that fits into the image and experience at the event. This is where they are getting the ultimate exposure (complimented by more 'soft' exposure through flyers/website/etc).

Does this look like the sort of event I want to be sinking money into as a sponsor? (to be fair, the sprint arena looked better and BOC long arena wasn't bad either)

[Scott]

you need the overall event image and arena production needs to be more sponsor friendly rather than just having a nice logo (& website etc).

You're right, and we are making progress there as well. This year's JK arenas may not have been perfect, but I reckon they were better than what we usually had a few years ago, and I'm sure further improvements are planned - I think everyone is aware of the need to raise the bar on event presentation and marketing by 2015...