MUMBAI: Salgaonkar Football Club (SFC) has used the services of Brand Harvest, a brand solutions company, to establish its new identity and positioning.
The club is no longer a corporate division of V.M. Salgaocar & Bro, but a separate legal entity.
Says Salgaocar Football Club marketing head Elaine Colaco, "The name has been changed to Salgaocar Football Club as football is the focus of SFC and this should be brought out adequately in the club name. To take this forward, we have also re shaped our identity through our new logo and anthem. However, although we keep innovating and developing, our traditions, our values and our commitment to football and to Goa, remain the same."
In order to revamp its image taking into consideration factors like an upsurge in the number of international players playing for Indian clubs, the increasing popularity of the game within the country, the clubs representing at international forums and the increase in fan support, the agency brief shared was to bring alive the passion and depict the true stature of the club.
Brand Harvest initiated the launch communication that says ‘it takes 54 years of passion for the sport to become a symbol of glory’ along with the tag line summarizing the positioning of the club, "More than a game, it’s our passion".
"We have conducted in-depth research among die-hard fans of the club, past and current players, management and the coach and found that the sense of ownership and pride is unparalleled and that aspect is important to capture in the new identity," says Brand Harvest managing director Ram Gudipati.
Describing the logo he continues, "The crest form, a symbol of glory, has been chosen as a basis design within which we felt it was important to showcase some of the key associations like mining tools – the foundation of the sponsor V.M. Salgaocar & Bro. Pvt. Ltd. conch a symbol for new hope and auspicious beginnings, the ribbon with fire indicating the pride and passion. Besides this the identity also carries an acronym of Salgaocar Football Club- SFC."
