IQA 2019 Logo FAQ
Why this logo?
The logo has a simple, yet complete concept behind it. Hoops represent our sport, while the ball crossing them is both a clear recall of the quaffle and the inspiration towards the future that we as an organization want to have. The shade of green used in the logo recalls the grass of the pitch.
Why do we want to put equipment of the sport (in this case the hoops) in our logo?
First, one of the biggest pieces of feedback from the community on our old logo when we did a survey, was that the logo was not representative of our sport or recognizable as the logo of a quidditch association.
Second, the use of equipment is common in logo for international sports federations. While some international sports federations use stylized people or word marks, as stated above, the feedback we received was that the community wanted our logo to visually represent quidditch.
We decided to use hoops because it was the most recognizable item that links us both to fictional quidditch and real-life quidditch, while brooms and the snitch only linked us to the fictional sport.
If you wish to learn more on other international sport federations/associations’ logos, please visit https://www.sporcle.com/games/MoMosMoProblems/isfs-logos.
What is the full color scheme?
Although you might have seen one version of it, the new logo exists in three variations: green, peach (which is our stand out color), all black, all white, black, white and grey. The full color scheme and appropriate usage guidelines are in the Design Charter. We chose to limit ourselves to a single color to assist in printing costs for teams or others wishing to recreate our logo.
What was the strategic approach behind the choices that led us to choose this logo?
First we heard from the community: the feedback players sent us were that the logo was not recognizable at all as a quidditch logo, that the color scheme was weird, and that the font was not easy-to-read. A summary can be found here: http://iqasport.com/images/documents/Rebranding2018-19/Logo-Survey-Results—Oct.-2018.pdf.
We put on the table the goals we wanted to achieve and how the logo would serve these goals. These goals were to:
a) portray quidditch as a legitimate sport;
b) portray the IQA as an international sports federation;
c) make the IQA recognizable as the international federation of quidditch.
We want to make quidditch a legitimate sport, respected like any other and perceived as a serious discipline and not a hobby of Harry Potter fans. This kind of legitimization doesn’t come from the inside, but from the external stakeholder that we want to consider us as peers: other international sport associations (FIFA, FIBA, etc), international sport committees (IOC, IPC, etc), international and sovra-national entities (EU, UNICEF, FAO, ONU, NATO, etc), sport and lifestyle international media outlets (Sky Sports, Fox News, NBC, etc), cause-related international associations (the Trevor Project, Harvey Milk Movement, UN Women, International Trans Movement, etc.) and last but not least corporations/brands. To be perceived as peers, we need to have a logo that communicates the stability, seriousness, commitment, and international flavor: this logo, for all the reasons explained above, goes in this direction and answers our strategic priorities and the players feedback.
What was the rebranding process?
A team of five IQA volunteers worked with a designer who the IQA hired throughout this process.
– Aldo Mastellone: IQA Marketing Manager, 5 years of experience in the corporate communications department for one of the most famous international beverage companies.
– Andy Marmer: IQA Trustee, IQA Executive Director, 9 years of quidditch background
– Lindsay Garten: IQA Deputy Communications Director, 6 years of quidditch background
– Erina Chavez: former IQA designer, strong graphic design background. (She left the organization and the team in mid-December but had been very involved from October to Dececember, including in project management and feedback provided to designers.)
– Armand Cosseron: IQA Communications Director, experience in the n°2 worldwide communications group, graduated from the French communications leading school, 5 years of quidditch background.
In October 2018 a professional designer was selected. In November 2018, IQA volunteers with graphic design, website design, communications, and media relations backgrounds met, in-person with the designer. The designer and the IQA team, which in addition to the above, also included experts in communications and digital marketing, exchanged proposals and had multiple conversations regarding the logo. Drafts of the logo were shared with the full IQA staff, members of the quidditch community, professional designers, and the IQA board. Numerous members of the IQA staff are also high-level volunteers within their NGBs. Votes and discussions were conducted among these different groups.
Among the individuals consulted were the EMEA marketing director of a major music media outlet, creative director of a marketing and communications agency that has in its client list Nestlé, Adidas, Disney, Sky, Vodafone (and many more); a senior producer of a major major international tv network; and a marketing consultant for an agency that works with numerous well-known international companies. We also introduced the logo proposals to designers from the US and Europe, as well as communications professionals from major entertainment, news and culture companies.
Since the IQA welcomes the participation of NGBs and values their feedback, the IQA decided to take them into account to ask the designer to submit an edited version of the initial proposal, following specific feedback from more than 30 respondents. Once we received the proposals we submitted to NGBs the new logo proposals and the results were enthusiast about the proposal which is now the new logo of the association.
February 15, 2019- posted by Aldo Mastellone