Friday, 4 July 2008

British Grand Prix to Donnington Park by 2010

Just as the British Grand Prix arrives on the calendar we not only see the retirement at the end of the season of David Coulthard but also the loss of the Grand Prix at Silverstone to Donnington Park by 2010.

There are many things playing into this decision no doubt: financial, personalities and big business but did Silverstone lack the inner drive to raise the stakes? Just look at this dreadful logo for the circuit. Fine: red, white and blue, not unexpected. Jagged arrows in an attempt to portray dynamism but then the whole piece is orientated downwards to the right. With that emblem surely you were onto a loser from the outset of this rebranding?

Claiming to be one of the, "... most famous sporting venues in the world with years of experience in managing world-class motor racing events.", yes but perhaps not brand management - how far and how deep does brand management affect a business?

What of Donnington Park the hosts of the British Grand Prix from 2010? There are a couple of images to talk about. Firstly take a look at the World Superbikes logo for the circuit:
My doesn't this look familiar!! The blue is trying to rise to the occasion but is then hit hard by the over laying of the red splash which is not really going anywhere. Very uncomfortable.

You have to wonder though how the Donnington Park team of Simon Gillett and Lee Gill secured the British Grand Prix when their overall business logo is this boring retro lumpy thing!

I suppose if you have £100m in your back pocket for a revamp there will be money enough to refresh the dynamism of their brand identity.

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