Well seeing it's been leaked to the Hun and posted publicly by Jon Ralph earlier tonight
, it's all out in the open now which it was basically anyway as a very close version was released by IP Australia. The difference to that logo is some the white has been reduced and the word 'Richmond' in large text followed underneath by 'Est 1885' placed underneath the logo. Something like this using the IP Australia one:
Richmond Est 1885Simon Dericks took us through a powerpoint presentation of how they got to coming up with that final logo.
Firstly they felt there was a need for change from our current (now old) logo that was created way back in 1993. Firstly we are heading into a new era after the past two years of transition of the whole club and secondly the current logo isn't apparell friendly as it's very detailed which make sewning it on hats etc difficult. It was commented that having only the tiger head in the current logo didn't send the message of club moving forward - having only a head gave the impression it was a stuffed trophy tiger head on a wall and that the tiger looked down not up.
The marketing dept. went to the board about a year ago about the idea to have a new logo and the Board gave the amber light to look into it.
The process to come up with the new logo took 3 stages - 1. The Tiger, 2. Style and 3. Basically putting it all together.
1) The TigerThis was basically finding a whole bunch of different pics of Tigers and comparing the traits of the Tiger - they hunt, chase, roar and have pride - with those that coincide with the values of the Club put forward a year or two ago when Benny and Dimma came on board - Proud, Relentless, United, Leadership. The two that coincided the most were pride (being proud) and being relentless. Incorporating the bold chest as well as the head is part of demonstrating our pride.
2) StyleNext was decided what colours, fonts, style (overall look around the Tiger - whether to have a shield, circle, etc surrounding it) and whether to go with a more modern logo or a traditional one. All up the logo had to be suitable not only on its own but also as part of letterheads, apparell, membership items (stickers, cards), etc.
Colour - chose a uniform yellow for the club, logo, jumper, etc. It was argued that white is just as much part of our jumper as yellow and black although they did take on board comments on the forums about there being too much white which they fiddled with from the logo on the IP Australia website. The comment was made that the current logo also has white in it. As an aside red is also a secondary colour as the Tiger tongue is red.
Font - They went with a more plain font rather than a fancy one. Next was whether we wanted to be known as Tigers only, Richmond only, Richmond in larger font than Tigers or vice versa and finally Richmond and Tigers in the same size font (which the current logo has). In the end they went with Richmond in large font and 'Est 1885' in smaller font to remind everyone we have been around for 126 years as a traditional club.
Style - They looked at Tiger logos around the world in sport and in the corporate world. They lined up these logos from the modern American cartoonish ones to the more traditional ones.
According to the club:
Modern logos - Adelaide, Brisbane, Essendon, Geelong, Gold Coast, Hawthorn, North, Sydney, West Coast, Western Bulldogs
Traditional logos - Carlton, Collingwood, Melbourne, St Kilda, Port and our current logo.
The Club considered us a traditional club with a rich history so wanted a new logo that would fit somewhere between modern and tradtional erring closer to a traditional logo.
The also listed a row of Tiger logos from cartoonish (LSU) through to a more traditional detailed Tiger logo. They had the new logo in the middle of about 9 logos.
3) Putting it altogether & BrandingWhen putting it all together they wanted to decide what symbols define us as a club such as the Tiger, the sash, etc. Simon mentioned about the new Melbourne logo incorporating 5 symbols so it's very detailed which speaking to Melbourne's marketing dept. made things difficult with putting it on club apparell. Simon showed us two logos they came up with for comparison - the new one and one with the same new tiger head on a yellow sash in a shield. If you don't like the new logo I can tell you this other logo looked worse lol.
The last part of the presentation was showing us images of what the new logo looked like on guernseys, shirts, stickers, membership cards, bags and even on a tram (which surprisingly looked very good).
There's also a full tiger body that goes with the logo head and chest which the club will also use (on bags for example).
They then finished off with video which will be release tomorrow morning which is more a drumming up support video - they have Newy, Benny Gale and Dimma talking about the club, it's history, it's great players (Dyer, Hart, Bourke, KB and Richo), the new era with highlights of Cotch, Lids, Dusty and Jack and finally a short cartoon of a tiger in the grass morphing into the new logo and roaring.
That's what I can remember. Any questions fire away.
