Wednesday, January 21, 2015

AMA Pro Racing's bullshit logo competition

AMA Pro Racing recently announced that it was opening up the creation of new logos for it’s two classes, renamed GNC1 and GNC2, up to anyone who wants to enter a design competition and submit their ideas. First prize? $275. Let’s call it a maximum of 10% of the value of that job, if it was performed by a professional branding consultant.

Essentially, AMA Pro Racing is trying to get a new logo (actually a pair of logos) for free.

I hate that. As a guy who makes (most of) my living in the world of advertising and communications strategy, the decision to open this assignment up to amateurs pretty much had to piss me off, but it’s not just me. Google the phrase “graphic designers work for free” and you’ll see that it’s a raw nerve for the whole ad & design world.

I suppose at one level, the logo should be semi-pro at best; after all, only a handful of GNC riders are truly professional in the sense that they earn all or most of a decent living from their racing. But going about it the way they have is stupid, for the following reasons:

1.) They’ve asked for logos for two classes, and not for what they need, which is new identity for the Grand National Championship, which can anchor a revitalized marketing strategy, and a national ad campaign for the entire series. The GNC has not spent the last few decades being held back by the names or logos associated with the specific classes.

2.) Besides the fact that AMA Pro Racing’s taken a cheap-ass and unstrategic approach to this assignment, using turns the selection process into straight up, first-impression beauty contest. That’s something that pros in my industry despise. Logos don’t work that way at all. Meaning is imbued over many, many impressions, so professional logo designs need to be presented with an underlying rationale. Clients should see examples of all the ways the logo will be used.

3.) Any creative assignment is only as good as the brief the creative team gets. The brief presented to the contestants was pathetic, which is why the results are almost completely generic wordmarks. Most of them look like the logos for nutritional supplements. Only one of the top five has a motorcycle on it; look at the bike. Look at the front wheel. It’s understeering for fuck’s sake. It’s the opposite of what flat track’s all about.

Over the course of my career, I’ve had countless conversations with clients who want a new logo. One of the questions I ask is, What logos do you love? Almost everyone says ‘Nike’. Nike’s logo is actually pretty crappy. Apple’s? It’s maybe a ‘B’ effort. My point in telling you this is, many great category-defining, commercially successful businesses have mediocre logotypes. 

So in theory at least, AMA Pro Racing could use any shitty logo they get for their $275, and still take flat track back to the heights of the early ‘80s. The reason they won’t is, their whole approach to this logo assignment confirms the fact that they’re fucking amateurs when it comes to building a real brand, or marketing, well, anything.

Here’s an analogy for the benefit of the flat track community...

Imagine if, instead of proving your merit and earning an expert license, every Grand National race was open to all comers, on any bike. Hundreds of riders could show up, vying for 18 starting positions. Now imagine that those starting spots were assigned by holding 18 heat races. Winners go the final, all others go home. Now imagine this: Every heat race is one lap

Would that format be exciting? Maybe. Action filled? I guess so. But would you be able to say with conviction that, at the end of the night, the best man’d won? Not usually.

That’s how AMA Pro Racing’s approaching logo design.


I went back to look at AMA Pro's web site, and searched for the FB post that initially alerted me to the contest, and all references to the logo contest have been deleted. So it's possible AMA Pro's had second thoughts about the contest. That doesn't change the fact that embarking on it was a completely amateur move. Trying the contest in the first place is excellent evidence that, in spite of the fact that American flat track should be a major racing brand, it's being controlled by people with no marketing savvy.


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