Charlton no more
Charlton Athletic has seized the opportunity of its cententary year to re-brand the club and give it a new name. A club spokesman explained, 'We thought that the old brand was getting tired and that the club needed a more up market yet family oriented image for the 21st century. Our research showed that most people in London don't know where Charlton is and those that did have a rather down market image of the place. So we called in image consultants Quadrex Ltd. And we went through some intensive brainstorming.'
The first idea produced was Greenwich Borough, but this was thought to be too bland and was already the name of a non-league team. Blaclheath had the image of being more up market, but possibly too much so given that Charlton still has to appeal in part to a mid-market target group. It was also seen as very geographically specific.
'We were very excited about our next idea', said a Quadrex spokesman. 'It had the advantage of brevity and not being geographically confined and had an exciting 21st century feel to it. It might also have appealed to residents of the Greenwich peninsula. But eventually we decided that Dome had too many negative connotations and might be corrupted to Doom.'
The eventual choice was Thames Gateway. 'Thames suggests a dynamic, flowing movement that also defines London and has positive connotations now that the river has been cleaned up. But there is also a nice continuity about it to please the retro segment of the support. Unfortunately, it was the name of a failed club in the inter-war period. However by adding "Gateway" not only do we overcome that problem. but we also symbolise the geographical spread of Charlton's growing support on either side of the estuary made possible by the highly successful Valley Express service.'
The name change will be accompanied by a new shirt design of wavy blue lines which widen to the right to symbolise both the widening of the estuary and the support. A Woolwich Ferry boat will be re-named Thames Gateway and re-painted in the new club colours.
'We know that there will be an initial adverse reaction from some fans', said a club spokesman, 'but we are sure that they will come to realise that this change will open a new era for the club.'
The first idea produced was Greenwich Borough, but this was thought to be too bland and was already the name of a non-league team. Blaclheath had the image of being more up market, but possibly too much so given that Charlton still has to appeal in part to a mid-market target group. It was also seen as very geographically specific.
'We were very excited about our next idea', said a Quadrex spokesman. 'It had the advantage of brevity and not being geographically confined and had an exciting 21st century feel to it. It might also have appealed to residents of the Greenwich peninsula. But eventually we decided that Dome had too many negative connotations and might be corrupted to Doom.'
The eventual choice was Thames Gateway. 'Thames suggests a dynamic, flowing movement that also defines London and has positive connotations now that the river has been cleaned up. But there is also a nice continuity about it to please the retro segment of the support. Unfortunately, it was the name of a failed club in the inter-war period. However by adding "Gateway" not only do we overcome that problem. but we also symbolise the geographical spread of Charlton's growing support on either side of the estuary made possible by the highly successful Valley Express service.'
The name change will be accompanied by a new shirt design of wavy blue lines which widen to the right to symbolise both the widening of the estuary and the support. A Woolwich Ferry boat will be re-named Thames Gateway and re-painted in the new club colours.
'We know that there will be an initial adverse reaction from some fans', said a club spokesman, 'but we are sure that they will come to realise that this change will open a new era for the club.'
posted by Wyn Grant at 1:07 PM
1 Comments:
No fooling. And you got this out a day early. Great work.
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