The GAA has gone back to the future with its new brand identity, which was revealed yesterday and will be officially launched at this year’s Congress in April.
The new logo (bottom right), we are told, embraces the future, while being mindful of the rich culture and heritage of the Association’s past. First impressions are that the traditional logo has had a Trinny & Susannah type makeover, if you like: the outcome isn't radically different (it can't be) than what was there before, it's just dressed-up to look more modern and appealing. I find the extreme makeovers repugnant so am happy that it's still the same, with a touch of old, GAA.
The GAA has indicated that all other marks, logos and symbols are now redundant. So this means goodbye to the traditional logo of the GAA. Out too, goes the corporate logo, introduced in the 1990s (anyone know in which year?) for branding and merchandise. I never liked that one, so won’t be sad to see it go, although I liked the cameleon quality it had to match each team's colours. The Royal's are proudly displayed here.
Most intriguing though yesterday's announcement hinted that the new identity reflects the future direction of the association, which will be outlined in the forthcoming GAA Strategic Plan. Given the current climate, that will be interesting to read.