The new logo is up for a Melbourne design award ....
http://melbournedesignawards.com.au/mda2012/entry_details.asp?ID=10779&Category_ID=4729Richmond Football Club
CanyonGraphic Design - Corporate Identity and Branding
Project OverviewRichmond Football Club was ready for a new identity. An identity that captured the essence of this famous club, reflected its core values and while consistent with the past, was clearly focused on a successful future.
Project CommissionerRichmond Football Club
Ben Jenkins
Project CreatorMark Patterson
Director
Canyon
Project TeamCreative Director- Quentin Brown
Brand/Marketing Strategy- Mark Patterson
Implementation- Scott James
Graphic Design- Neil Moorehouse
While the above four chiefly worked on the project, the whole team at Canyon made invaluable contribution to the Richmond Football Club Identity and Brand Charter
Project BriefThe old Richmond Football Club logo, introduced in 1993, had never been a part of premiership success. It did not represent Richmond’s days of Power and Glory, and after so many years of disappointment, it could never capture the new sense of pride, determination and expectation of success shared by every Tiger supporter.
The new Tiger presents a contemporary face for Richmond while remaining true to their rich tradition as a proud and powerful team.
The tiger stands tall and confident. It is not a caricature, but a faithful representation of an animal with a presence that demands respect. Its pose has been developed to portray the
perfect balance of skill and strength. It’s been Richmond's inspiration for over a hundred years.
The contemporary integration of the Tiger and shield against the more classic ‘Richmond’ and ‘EST 1885’ typography encapsulates Richmond's focus on the future whilst maintaining a strong connection with the past. The new tiger looks forward, but serves as a reminder that even after 100 years, the black and yellow stripes continue to represent a proud and powerful team.
Project Innovation / NeedThe campaign illustrated that branding plays a huge role in the success of a sports club both as a team and as a business.
Richmond's success in the last year both on the field, but perhaps more importantly in membership growth and engagement, financial growth and sponsorship growth, we believe is directly correlated to their new identity, positioning, and the epitomisation of the values entrenched in the club.
Sporting brands are value based. They are based on passion, driven by emotion and their attraction is less about what they do for us, but how they make us feel.
The task of changing or updating a brand demands great respect and understanding of its heritage and core values. The Richmond Football Club branding process began with extensive research, interviews, workshops and consultation to identify and define the essence and values that would be reflected in the new Richmond Football Club brand and identity.
Design ChallengeAs with many re-branding projects, the main challenge was to capture the heritage of the Richmond Football Club whilst looking to the future.
Unique to sports clubs is the passion and emotion the brand invokes in its fans. The challenge with Richmond Football Club was to take something old and outdated, but loved nonetheless, and turn it into something modern, inspiring, and which brought to life the brand values, without losing it's history and what the Tiger meant to the fans.
SustainabilityWhere possible, we present concepts and designs digitally, so as to avoid printing and paper wastage. We also recommend using recycled paper stocks, and use local printers and suppliers, who themselves are environmentally conscious in their processes.
