Richmond RFC originally came to us via Neil Mandel from Epic Activation, a promotional marketing agency we enjoy collaborating with.
Richmond RFC originally came to us via Neil Mandel from Epic Activation, a promotional marketing agency we enjoy collaborating with.
Richmond needed us to recreate their logo in a higher resolution, as they only had a very poor quality version.
Advised by Neil that there may be some wider consistency issues, we did some research into how the club was being represented, and although there was some excellent on-brand material out there, we also identified some worrying disparity. Our recommendation was to create comprehensive brand guidelines to cover all potential print and digital assets, from kit and merchandise to social media posts.
Richmond RFC was founded in 1861 and is the second oldest club in England, so there’s considerable equity in their logo, the club badge. As well as recreating it in high res, along with all the necessary variations, e.g. stacked and with/without logotype, we included guidance on colour, fonts, space and positioning, plus common mistakes to avoid when using the logo.
The core element for the brand is the tricolour band of red, yellow and black and this should be used across all marketing materials to create synergy and echo the three core values of the club: commitment, discipline and precision. This rule of 3 is further emphasised by splitting layouts into thirds.
We designed a new match programme template in this style, and the club have built a formidable image library from games over the years, so we also included dos and don’ts to consider when choosing dynamic, positive photos to sit in the middle third. Finally we created impactful social media templates in Canva. These save a huge amount of time, while also ensuring a consistent look and feel.
I wanted a true branding team to grab the identity by the scruff of the neck and pull it into shape. Now Richmond have become consistent in how they deliver their banners and literature, while the marketing team have the tools in place to create graphics that are aligned.
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