New UKIP logo apes Premier League lion

UKIP have decided to change their logo in an attempt to make the party more relevant in a post-Brexit world.

They announced that they’ve removed the pound sign because it is “not resonating with today’s voters” and then unveiled two options:

UKIP new logo 2017 conference premier league lion big screen
photo credit @danbloom1
Alternate logo ukip 2017 conference
photo credit @danbloom1
UKIP logo 2016
Old logo

The conference voted on the one which looks incredibly similar to the logo used by the Premier League.

Using an animal in a logo is often a good way to attach positive feelings towards an organisation or cause.

When people see a depiction of an animal it evokes existing emotions that they have towards the creature.  A lion is typically associated with feelings like bravery, strength and – through its link to royalty –  tradition.

In choosing to use a lion as part of their logo, UKIP are hoping that some of the feelings people have towards the King of the Jungle will rub off on their party.

But they have made a big mistake in making their logo so similar to the Premier League’s and it will cause them problems in both the short and the long term.

premier-league

One of the key aspects of creating a successful brand is making it distinctive, so that people can quickly recognise it and easily know what it relates to. Given that the Premier League is more famous and spend more money on communication, in the long term there’s no way UKIP could expect to ‘own’ the logo.

And in the short term it has led to them being ridiculed on social media, meaning that any initial associations people might have with the logo will likely be negative.

Don’t make our heroes beg for more

 

UKIP have released a very emotive new poster outlining their policy of improved provision for the military.

The advert doesn’t go into much detail other than to commit to ‘more funds’ but that lack of rational underpinning aside, it’s a very strong piece of communication.

Supporting the armed forces is the exact sort of policy that UKIP’s target audience of ‘blue-collar, elderly, white and male’ voters feel passionately about.

The visual of a solidier begging for money using a helmet is very provocative and the quietly raging tone of the headline is spot on.

UKIP’s creative department seem to be finally getting into gear after an uncharacteristicly slow start to the  election campaign.  

UKIP Poster: immigration three times higher under the Tories 

UKIP released a new(ish) poster yesterday which attacks the Conservatives record on immigration.

The poster features 3 escalators ascending the cliffs of Dover.

It’s a very provocative and arresting image, but it is essentially an adaptation of an execution that was run in the European election campaign in 2014.

We haven’t seen any of the creative flair that we saw from UKIP last year. I don’t know if they’ve run out of money, ideas or fallen out with their creative agency, but hopefully they’ll get back on track further into the campaign.

UKIP poster pledges to end HS2

UKIP HS2 poster gold railway sleepers

UKIP have released a poster which pledges to end the high-speed railway line (HS2) that is being built between London Euston, the English Midlands, North West England, Yorkshire, and potentially North East England.

It’s not a big issue at the election, but UKIP have no doubt identified a core group of disgruntled NIMBY voters who live on the route who might be persuaded in decent numbers to support the party on the basis of their opposition.  This group would be in addition to those people who generally abhor big state-led investment in infrastructure who are likely to be leaning towards voting purple.

The gold-bar-as-railway-sleepers is a clever creative execution and the simmering rage that opponents to HS2 feel about the project is nicely captured in the headline.

UKIP video on EU army: Nick Clegg’s “dangerous fantasy” becomes a reality

UKIP have released a new video and it watches like a trailer for a disaster movie.  In a good way, I think.

The premise of the video is that last year Liberal Democrat leader Nick Clegg said the idea of an EU Army was a “Dangerous Fantasy”.  However, this week Jean Claude Juncker – the current President of the European Commission – said that the EU needs an army.

The stars really aligned for UKIP on this one; it has all the ingredients for a perfect issue for them to campaign on.  The usual components for a plum issue are outlined in the venn diagram below.

Venn diagram of UKIP campaigning

But THIS issue has the added bonus of Nick Clegg being proven wrong, so it’s unsurprising they’ve really pushed the boat out.

A symptom of UKIP’s excitement is that it’s bit of a frenzied blur of a trailer.  But if the EU is something that rubs you up the wrong way already, this video will do a great job of getting you fired up.

I imagine grumpy 50+ year old men furiously posting this video on their Facebook page with comments like “WHAT DID WE TELL YOU??” and “FARAGE RIGHT, AGAIN!!”

Nigel Farage spoofs Tory poster

Farage tweet spoof tory poster eu cameron in juncker's pocket

Nigel Farage, UKIP’s leader tweeted a brilliant spoof of the new Conservative Party poster.

It features David Cameron sitting in the top pocket of Jean-Claude Juncker, the current President of the European Commission.

It’s relevant, timely and well-crafted – 3 factors that contribute to a brilliant piece of reactive political advertising.

Well played Nigel, well played.