Winnipeg Free Press - PRINT EDITION

Marketer's early review positive for air force theme

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WILL the new Jets logo fly with fans? A Winnipeg marketing expert thinks so.

Peter George of the McKim Cringan George advertising agency, said the military theme unveiled Friday afternoon works because of its strong connection to the province.

"The good thing is (True North) has based the logo on something. They've got a story here and they tell it quite well. It's important to have something that resonates and that they didn't just pull it out of thin air," he said.

"(The air force) is something that does define us (as Manitobans). Anybody who is anybody in the air force spends some time in Manitoba."

George said while the new logo doesn't get him "immediately excited," it has a clean and succinct design.

"I really like the colours, the darker blues with rich red, I think that's really sharp. The old logos were very '80s-looking. The new one is much more retro and modern at the same time," he said.

The logo and its secondary versions bear little or no resemblance to the marks used by the team's first incarnation. But that doesn't mean they'll be forgotten, George said.

"I bet you any money people will miss the old one. That's just the way we are," he said.

-- Geoff Kirbyson

Republished from the Winnipeg Free Press print edition July 23, 2011 A4

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