With a new coaching staff, new players, a new home and a new kit, the only thing that was missing for the Coventry Jets was a new logo. Award winning designer Fraser Davidson came up with several designs for the Jets within an impressive rebranding proposal. Davidson, whose clients include Guinness, Nike, Sony, Coca-Cola, Sky, ESPN, Disney and Reebok, is a London based, freelance Motion Graphic Designer, Animator and Director. He was previously Head of Motion Graphics at Mainframe, a Motion Graphics, VFX and Animation House.
Jets’ Marketing Manager Alan Steel commented “the majority of fans never really went for the old logo and it was never that popular with the players either. Fraser’s rebranding offers us a wealth of variations on the main logo so there’s something for everyone when it comes to merchandise and potential sponsors. The focus groups that we’ve already consulted were extremely positive and I’m sure the merchandise will be flying off the sleeves thanks to it”.
Davidson explained the design for the primary logo “The new Coventry Jets brand incorporates traditional American Football styling. By using a bold initial, the logo is reminiscent of that of some of the most famous teams in Football lore, the Green Bay Packers and the Chicago Bears. The Jets are a recognisable name throughout Europe so it makes sense to keep that centre-stage, the word “Jets” is encircled with a stylised “C” in the dark and light blues of Coventry. The new brand is fresh, clean and above all a true reflection of the team.”
Graduating from Nottingham Trent University with a BA in Graphic Design, Fraser has six years experience creating advertising, music videos and channel branding across many media. Fraser has had his work featured in a number of publications and has collected three International Promax Awards. Davidson‘s also collaborated on projects with Australian comedian, Tim Minchin. These include animated short, 'Popesong' and the BAFTA nominated animation for his nine minute beat poem 'Storm'. Davidson’s other work can be found on his website www.fraserdavidson.co.uk.