Convivia Logo Refresh

Earlier this year, Queens Park Rangers (QPR) football club appointed Convivia as their sole principal partner.

The deal includes shirt sponsorship, which sees the Convivia logo proudly displayed on QPR’s home and away kits. Plus, they also sponsor the QPR Foundation, an initiative that deals with community and individual challenges in the local area.

A clear message

Effective sponsorship relies on clear and accurate brand representation. However, when it came to printing the shirts, Convivia discovered that their logo couldn’t be properly reproduced in its current form.

After an initial attempt by the creative team at QPR, Lomax Vision were brought in to address the issues.

The free form design meant the logo was lost against the club’s famous hooped shirts. While its “distressed” style proved tricky to print without losing legibility.

Ultimately, as Gareth Evans, our designer discovered, “you couldn’t read it well enough.”

Small moves, big steps

There were significant time constraints that meant a complete redesign wasn’t a possibility. Besides, Roy Ledgister, Convivia’s CEO made it clear that he was wedded to the original.

Through a series of initial explorations, combined with several face-to-face meetings, we were able to persuade Roy that certain subtle changes would make the logo more effective, without compromising the non-corporate feel they desired.

We began by looking at a more elegant solution to the line that forms the “C”, which included reducing the trailing outstroke. We rebalanced the lettering and made it bolder, then stripped back the distressed effect, which had affected legibility during the printing process.

Getting the right result

According to Richard Shirley, Convivia’s COO, we “took a logo that was never designed for sponsorship at all, then kept the spirit of the original and tidied it up, while making it relevant to its new application.”

The new logo now takes pride of place on QPR’s shirts and around the stadium, as well as being used across Convivia’s website and other brand activation.

To learn more about Lomax Vision and find out how we can help with your graphic design projects, get in touch on vision@lomax.design