Centenary logo with a difference?
Whitestone International has created a logo to celebrate 100 years of English rugby at Twickenham.
The logo will be used to market several events planned by the Rugby Football Union (RFU) to celebrate the first domestic match between Harlequins and Richmond in 1909 and the first international match between England and Wales in 1910 at Twickenham.
From Marketing Magazine
“We wanted the logo to reflect the grandeur of the occasion while keeping within the RFU brand guidelines that we have also been working on,” said Chris Lightfoot, CEO of Whitestone International.
“The Rose embodies the values of RFU and England rugby and adding the gold element strengthens the centenary celebration messaging.”
Here’s the original RFU logo.
For the colour-blind out there, the centenary logo is gold, and the standard logo is red and green.
Much ado about nothing, if you ask me, but that begs the question — how different should a centenary logo be from the original? Admittedly, I have no experience designing logos for 100 year anniversaries, but if given the task, I’d offer a very slight change, similar to that presented for the RFU (although I’d increase the line-spacing so it matches the original).
I think it’s important to make as much use of the brand equity as possible, yet also alter the design enough so people know about it.
Before I go, I can’t mention rugby at this time without bringing up Ireland’s momentous Grand Slam. No amount of “new” logos would’ve helped England in this year’s tournament!
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21 appreciated comments, click here to add one
Jacob Cass
I don’t mind the mark of the RFU and the flower (the gold works well there) however underneath is a bit messy and the sheen isn’t as effective as in the flower mark. And like you said I probably would have keep the line spacing at least a bit similar.
Mar 30th, 2009
Steve - Eightyone Design
Definitely agree about the line spacing and like you I think its ‘much ado about nothing!’
Regarding Ireland’s Grand Slam Win, you may be interested in some ltd edition grand slam shirts one of our clients is selling at the moment – http://www.lovell-rugby.co.uk/Rugby-Shirts/International
Steve
Mar 30th, 2009
Danno
arrangement and typesetting aside, also feels like somebody’s over-cooked the vector gradient feature (and left it on the straight linear default) to my eyes.
Mar 30th, 2009
Christian
I would like to know what you think of the 100 year anniversaries of the Montréal Canadiens of the National Hockey League. The 100 matches the numbers in the players back.
http://fr.wikipedia.org/wiki/Fichier:100_Saisons_-_Logo.jpg
Mar 30th, 2009
Nate
I’m speaking from a complete outsider’s view here, but can anyone explain to me what the rose mark has to do with rugby?
Aside from my limited knowledge of rugby, I think the centenary (centennial?) mark is well crafted, but a little ho-hum. And maybe the intention isn’t to go overboard.
I would think the mark could be pushed further, possibly incorporating the number “100″ as to create a more graphic, less wordy, piece.
Mar 30th, 2009
damon
Quite a mouthful, for a logo.
Mar 30th, 2009
Al Woods
Mmmmmm, not sure. I’m currently working on some graphics for Manchester United’s various Championship victory options, one of which features 100 years since we first one the F.A. Cup. I approached this with product in mind as that is what it will primarily be applied to and I gave it more of a heritage feel by creating an enclosed mark rather than a selection of elements floating around. I think this RFU attempt looks a little clumsy and bland if I’m honest. For me you really need to add a little of that heritage vibe to make it feel truly commemorative, otherwise it just looks like hollow. Gold, always a winner. The rest of it, not that impressed, although I don’t mind the type below (apart from the dates).
Mar 30th, 2009
Zach
I don’t really know about this. The text underneath the new logo looks a little jumbled. I’m not necessarily sure I like the logo to begin with, and the re-design isn’t really helping the case.
Mar 30th, 2009
Abbas
100 years is a long time, and I reckon it’s as good an excuse as any to generate some revenue.
Using this centenary logo the RFU now have the chance to re-brand existing merchandise and create new merchandise and sell it on as limited edition mechandise.
Plus… we’re aloud to use gold because we’ve won the World Cup.
(Not a big Rugby Union fan, but had to get a dig back in for the English!)
Mar 31st, 2009
David Airey
Jacob, Danno, Zach,
I, too, think the type treatment isn’t great. The gradient looks like a standard left-to-right, whereas each leaf of the rose is treated as an individual element. But then, I’m certainly not one to ask about gradients in logo design, given that I tend to steer clear of them.
Steve,
I hear rugby shirt sales have decreased dramatically since these new skin-tight ones were brought out. Not surprising really. I doubt I’d make a pretty sight in one.
Christian,
The Canadiens mark is more effective in my eyes. Less wordy, more concise, and it’s good to see a lack of added effects.
Nate,
The rose relates to England, and not rugby. It’s a similar case for other national teams: Scotland = thistle, Australia = kangaroo, South Africa = springbok. I’m with you on the 100.
Al,
The dates do look a little out of place, perhaps unecessary, but I guess it was a requirement for the designers. That’s interesting how you’re working on graphics for Man Utd. Can you do me a favour and purposely botch them?
Abbas,
I wouldn’t begrudge anyone who can redesign for 100 years in existence. It’s a great show of tradition. Ireland mightn’t have won the world cup, but when England has a population 10 times the size, you’d think they’d at least be able to win the Six Nations ahead of us. I’ll not mention how long ago that world cup win was. ;)
Mar 31st, 2009
Giles
It seems the medieval guys had a thing or two on branding.
Recently discovered, the first ever bit of branding.
http://www.jkr.co.uk/design-gazette/2009/04/a-stitch-in-time/
Apr 1st, 2009
Matt Fouty
I have to agree with Jacob on this one. The type underneath seems cluttered. The mark itself is very nice. I’m not thrilled with the gradient but it could look good depending on the application.
Apr 1st, 2009
buster
I’m not a fan of the trapped space beneath the RFU. Too many elements competing for attention (rfu and centenary are almost the same size, for example)
Apr 14th, 2009
Jesse Hilsenrad
I think the new gold logo detracts from the original in every way. The gold gradient doesn’t work. It reminds me of cheesy Chinese packaged toys you’d find in the dollar store.
Apr 14th, 2009
Al Woods
@David…botch them? I get a feeling someone isn’t a United fan then.
They’ve actually botched it themselves, all the quirky stuff I’ve done was rejected for being too, er, quirky and with too much of a message behind it which is crazy considering how I feel sports merchandise is losing its ‘fan’ appeal and starting to look production lined (if that makes sense). A subject that requires a much larger post for me. As is the case, the things you spend longest on are discarded and the rushed designs are picked. baffling.
Apr 16th, 2009
David Airey
Cheers, Giles. I caught that piece recently. Good advertising for Bass.
Jesse,
Yep, and it doesn’t help from my standpoint that I think too much gold looks tacky.
Al,
I’m an armchair Liverpool supporter, but I’m not one who thinks Utd don’t have the best squad in world football. Shame your work was rejected in favour of a rushed outcome.
Apr 17th, 2009
Jesse Hilsenrad
David,
I haven’t thought this through, but there had to be a better way to represent the team’s gold victory.
Apr 18th, 2009
Jonathan Nolan
We did a centenary logo that was very different to the football code’s actual logo (the NRL) – see it on our site. The brief was to echo the logo styles of 100 years ago and use elements from that era.
May 13th, 2009
Stefan
Interesting to see all these comments on here. Would be great to get feedback like this before a logo is launched.
As it is with many design jobs, this was also a very political one. ’100 Years at Twickenham’ (short and sweet, with 100 as the main feature) quickly became ‘Centenary Season at Twickenham’. We managed to drop the ‘at’. Starting this off as a much simpler gold roundel and a rose in its original colours, more and more elements were dropped, and more gold added. Then the gold rose, was replaced with the Rose + RFU, and the dates 1909/10 – 2009/10 needed to be included to (for people who don’t know what a centenary is).
But yes – the gradient on the type could have been better, together with the spacing.
Jun 5th, 2009
David Airey
Hello Stefan,
Thanks for reading, and commenting. It’s great to have insight from those responsible for the design. If you ever want to use my blog as a means for feedback, by all means get in touch.
Jun 8th, 2009
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