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Rajasthan Royals opts for a grander looking logo

By Sumantha Rathore , afaqs!, New Delhi | In Marketing | January 08, 2009
The franchise is looking at other rebranding initiatives as well

The & #BANNER1 & # winners of last year's DLF Indian Premier League (IPL), the Rajasthan Royals, are getting ready for a new season, armed with a new-look logo.

Utkarsh Singh, head, business development, Emerging Media, which owns the Rajasthan Royals franchise, tells afaqs!, "We haven't changed the logo as such, but have made some improvements in it. The new logo retains some elements of the original logo, but is more contemporary looking. We decided to change the logo because the old logo did not stand out in the different formats of execution."

Royalty and team spirit form the core values of the modified logo, which has been designed to evoke pride and grandeur. It retains the colours of the earlier logo - blue and gold. The lion buglers are more prominent and the RR symbol, which occupies the central space, is larger now. The overall crest of the logo has been made more circular.

The new logo will be seen in all future multimedia advertising and marketing campaigns of the franchise. The original logo was designed by O&M Mumbai, but the new changes have been effected by an internal team.

In an official communiqué, Raghu Iyer, chief marketing officer, Rajasthan Royals, says, "It's a year of new beginnings for us and the new logo is an indication of our commitment to our fans as they helped us decide what elements needed strengthening. The logo re-emphasises the strategic intent of the franchise. We are also looking at a few key rebranding initiatives across the Royals brand, which will be undertaken across various aspects, including our jerseys and other merchandise, which will help us highlight the new logo."

The franchise is in talks with Tata AIG, which was its partner for the Champions League 2020, for a sponsorship deal for the upcoming IPL season, which kicks off on April 10. It is also looking at sponsorship deals with some other companies.

The franchise should come out with a brand new video for the Halla Bol album in March before the second IPL season starts. Halla Bol is the Rajasthan Royals' team anthem. It is also working aggressively on its marketing initiatives, licensing and merchandising plans, membership programmes and talent hunt, beginning February.

Keeping the market conditions in mind, the franchise plans to focus on sponsor-led marketing initiatives this season. Its representatives maintain that its business has not been affected significantly by the economic slowdown.

Rajasthan Royals, the Jaipur franchise cricket team, represents Rajasthan in the IPL and is led and coached by Australian player Shane Warne. The team's mascot is a lion called Moochu Singh. It will be the only team to sport the Champions 2008 logo, designed by the IPL for the winners of the first season, in the upcoming league.

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