Has anyone else seen the new logo for AMHA. What do you think of it? Personally, I think its pretty awful. It certainly doesn’t scream Morgan to me, the catchphrase is kind of lame too.
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It’s pretty uninspiring. Very corporate looking. In fact, it made me think of the Morgan Stanley logo.
http://www.morganhorse.com/news/blowup.php?id=1185
http://mooreslore.corante.com/archives/images/morgan%20stanley%20logo.gif
The picture of the Morgan could be any type of horse (stock image), and I don’t like the tag line “The horse that chooses you.”
I prefer a tag line that refers to “Made in America” or something similar.
Per the press release on the AMHA site this “new identity” was created by Lynn & Jeff Yelton’s design firm and donated by them. I’m all for using the “local” guy or in this case using the services etc of the Morgan supporter but not to the detriment of the cause.
I don’t currently receive the magazine but I don’t remember seeing anything on the site (which I generally check daily) about wanting to change the logo, looking for suggestions or asking for membership feedback on this one. Did I miss something?
I disagree. As a person that has had at least 3 horses “choose me”…it fits the Morgan personality to a tee.
As for the picture, yes…it is more generic than what we see as the “typical” morgan sillouette. However, to attract those of different breeds (which we need to do in this really tough economic time), it is true to the Morgan look, without being specific enough to pigeon-hole the breed away from prospective clients.
Personally, I like the logo but don’t care for the slogan
In my opinion, the picture is okay, could be better and the slogan is boring. It’s just kind of boring and as somone else said, “uninspiring”. I don’t think it will really grab people which is what we want.
As a member of the AMHA Marketing Committee, I am curious as to what you would like the slogan to be. I am happy to take your suggestions back to the committee.
Well, I kind of like the idea that someone had that had to do with “Made in America” or something like that or the old “Pride & Product of America”
I think something referring to their beauty AND versatility would be nice too. I think for the logo it needs to be more eye-catching, maybe something with the full body. The new logo looks more like something on the side of a bank than something advertising a breed of horse.
“The Horse That Chooses You” is also kind of an obvious ad campaign kind of thing. When I read it I immediately felt like I was being advertised to. We want people to hear and see good things about the Morgan breed and come to us; we don’t want to come to them saying “look, look at us, don’t you want to join our breed, here’s our slogan”
I agree, I think it sounds kind of desperate, like we’re desperate for people to join our organization.
I think the slogan is fine but the picture isn’t great. The picture needs to compliment the slogan but this one doesn’t.
Dawn, One sugestion I have given and will be happy to give again, Is the idea of a “rebate” for anyone placing an ad in a “multi-breed” pubilaction if they include something like to learn more about the morgan horse contact AMHA or http://www.morganhorse.com. I also think it might be better to have a few logo’s and slogans to choose from, ie Morgans and kids perfect together, the Morgan horse pride and product of america, The Morgan is more than just a horse . Morgan America’s most versitle breed. Morgans can do anything. Morgans do it all.
Let’s face it the Morgan Horse is a great “product” but if we only advertise to each other it is tough to GROW. I think even a rebate of $50 or $100 or even maybe 5% would get more ads viewed by more different people interested in horses. And once they get to know some Morgan Horses and Morgan Horse people they will be SOLD. ELeanor
Personally, I don’t mind the slogan (but I don’t love it either). I do find the logo to be too small, and the font is just terrible – also too small, boring and plain- yuck! It looks terrible on the magazine cover. Is this really the best our breed can do? I’m with morganridr, I don’t remember seeing anything about this. Why not run a contest for a new slogan and logo? We have a lot of creative people in our breed! Let’s see what they can come up with.
I would have to agree with everyone else. The logo is trash and needs to be redone. Thats what we get when going with someone involved in the breed. People want new and exciting. This logo says childish and one has a hard time even making out the logo. AMHA should have held a contest or outsourced for the logo and catch phrase. AMHA needs someone catchy that one is able to say “oh yeah that that is the morgan slogan” like “beef its whats for dinner” or “the other white meat”. The “horse the you choose” does not say oh yeah the morgan horse.
I don’t know how many of you saw the presentation when they unveiled the new logo at OKC Saturday night, but if you did, it gives you a whole new spin on the logo.
The presentation was awesome, and the photos that were used were incredible. I think the logo will grow on people, especially those outside the breed, and that is what we want.
I was surprised to both hear about and see the new logo as well, as I did not recall it being mentioned. Realizing that it is impossible to please everyone, I still find myself disappointed with this effort.
The logo itself is extremely generic, stylized and very dark, with color contrast which makes for poor “readability” and recognition. I was even more disappointed in the slogan, which comes across, to me anyway, as somewhat condescending, awkward and not possessing any true Morgan linkage or again, breed identity.
We are going through some fairly divisive times and this would have been a terrific opportunity to really bring the membership together and generate enthusiasm for a highly relevant project. Had the AMHA solicited designs from the membership at large, not only would a tremendous response have been received, but people could really have become enthusiastic, engaged and bought into the process. So many things could have been done to make this a collaborative effort, including a contest for top five designs or something of that nature.
We are really blessed to have tremendous artistic talent represented in our membership and it would have been very nice to give these folks an opportunity to showcase their skill and creativity.
Again, I fully realize that it is not possible to reach overall consensus, but I really do think we missed a great opportunity and wound up with a less than stellar finished product.
Ditto what Susan Overstreet said…..
I liked the “Pride and Product of America” type slogan best.
I always thought this was a great slogan as well and don’t know why we dropped it. In addition, brand recognition is difficult to accomplish and hugely valuable. This slogan was widely known, really distinguishing and punchy, with both alliteration and a good tie in to national identity. In fact, I am not even sure when the decision was made to change it and would be interesting to know the logic. It certainly wasn’t dated in any way and if anything, the rising tide of nationalism since 9/11 gave it an extra boost.
I am sure someone or a group felt it was outdated, but I really don’t agree at all.
Susan
I agree with Susan. I disagree with dvfmorgan, though, about the slideshow. I did not think it was incredible and I’ve seen better slideshows online made by kids. There were some cute pictures but if I wanted to promote the Morgan breed to others, I wouldn’t use it. My main point on this whole thing is “We can do better”. All of the attempts at promotion are half-done & mediocre. I am also wondering, like others on here, why we discarded the “pride and product of America” slogan. It’s certainly better than the new one.
The Pride and Product slogan was okay, but going the “Made in America” route is kind of ho-hum. The AQHA already calls its breed “America’s Horse” and the Saddlebred slogan was (is?) “The Horse America Made.” Lots of breeds originated here; it’s not a characteristic that makes the Morgan unique. If you’re trying to appeal to potential new horse owners, you need to tell them what your breed can do for them right now in 2008, not what it did in 1793.
The AQHA practically owns the word “RIDE”. You see it in all their ads. Their current slogan, I think, is “Life is a RIDE”. Not very meaningful on its own, but in the context of their ongoing ad campaign, which appeals to first time owners and amateurs who want a low-maintenance horse they can just get on and go, I think it’s fairly powerful.
Good points, Leslie. All the more reason to set the creative brains loose and see what we could have come up with as a group.
Its nice that they did a great presentation that helped to sell you on the logo/slogan. I wonder though, will they be doing that presentation to every single potential customer/owner out there? With out it I am certainly not convinced, I wonder how folks who have not known, loved and shown Morgans their entire life (like myself and many of you) will get the message. I know the message and I still don’t get it with this logo/slogan.
JAB
Unfortunately I have to say that while I think it should have been opened up to the membership to have some input/feedback, I can tell you there would not have been a “tremendous response”. I have worked at AMHA and I can tell you that with most any of the contests or awards that are offered there is pathetically little response. It is a constant struggle just to get nominations for the year-end awards (man of the year, golden reins etc), trying to get usable photos for the calendar is enough to make the staff want to shoot themselves sometimes.
But, there are certainly many good marketing firms/logo design companies that could have done the job!
One more point, I am very “in to” branding, whether its your product, farm, yourself whatever. It is, however, impossible to do if your visual representation (logo) is constantly changing. AMHA has changed their logo so many times in the last several years, and each one has been totally seperate from the others, not a progression. There was the flowy, stylized “M”, the block letters with the woodcut and I’ve lost track of what else. Everytime we (and by we I mean AMHA) change it we lose recognition. Can you imagine if CBS changed their logo from “that creepy eye” (sorry, had to quote David Letterman) to, I don’t know, a head of lettuce. We’d be totally clueless, we wouldn’t know what channel it was or where to find our favorite late night talk show! This latest change seems to be our very own head of lettuce!
It is never too late to submit your ideas. As I said before, I would be more than happy to take them to the committee.
I look forward to seeing what you come up with.
Hi Dawn:
Ideas for what? Do you mean the new logo and slogan? I have the distinct impression that the die is cast, so to speak and cannot imagine that there is interest in opening up the process. It would be far worse to leave people with that impression and then be unable or unwilling to change it. It would also be embarrassing for the design firm and the for the Association at this point.
I think what is done is done, so to speak. Hopefully the input here and elsewhere will cause the AMHA to think about it the next time an opportunity arises and try to solicit more input, as well as making it a collaborative effort.
C’mon, folks..I read the rollout article in the Morgan Horse. Georgie Green said, the Morgan comes to the front of the stall. That summarizes what is special about Morgans. I was at the National Drive this weekend. you could pick out the Morgan attitude. We have all had the experience of working out in the pasture and pretty soon there are a number of muzzles thrust over our shoulder asking “Hey, what ya doin?” Meanwhile, the QH or SB is down at the other end of the pen, no curiosity at all. They do choose to be with us and to share our lives. Branding is tough. What we do not find appealing may really catch the interest of a focus group. Let’s see how this goes.
Susan,
The AMHA marketing committee is a volunteer position. We all volunteer our time to do the best we can for the Morgan horse. I don’t mind at all if people don’t care for our ideas. Of course, we are doing the best we can and that isn’t always good enough. I do, however, believe that if one is going to complain, they should come forward with an idea or solution.
I truly welcome thoughts and ideas. I will gladly take them to the committee. It might be too late this time, but it may be something we can use at some point in the future.
Dawn:
I am not quite sure what the volunteer nature of the marketing committee has to do with my comments or the conversation in general. It is also not clear to me that the marketing committee made this decision one way or another, as I have seen nothing to indicate what the process may have been.
Further, I think I was quite clear in bringing forward suggestions which you or anyone else serving are certainly welcome to take back. In summary:
Engage the membership at large if at all possible.
Share the idea of a signficant change when it is first decided and try to make members feel a part of the process.
Work collaboratively at every available opportunity, particularly as we have had a number of disruptive influences in the past five years or so.
Search out the very best body of talent available and whenever possible, have a wide body of ideas from which to choose.
Finally, communicate, communicate, communicate.
Further, I don’t regard my comments as a complaint in any sense of the word. They are observations which I consider to be valid, just as I do the comments of every other person here. It is unfortunate if it seems otherwise to you, but I assure you it is not intended.
Susan
I was disappointed with the new logo and the hard to read fonts too, but AMHA is trying to focus on marketing and get the word out. And something new is better then nothing in their minds I am sure.
But I would of loved to give my idea of a new logo and slogan after many years as a graphic artist, marketing professional and Morgan owner so I was surprised that the membership in general was not allowed to give their ideas or input when there is plenty of talented artists and marketing folks right within the breed who would of loved their chance to show the breed off their way.
And voting on this as a general membership would of taken way too long, but a larger sampling of folks on the marketing committee might of been better advised when the final product was chosen by so few.
This process was done in the summer months too when many Morgan owners were out enjoying their horses instead of reading the web site or the magazines for that matter. I am too busy in summers if there was anything stated they were looking for folks this summer for input. Nice if they spent some time in winter when the horse world calms down and then taken more input. But what is done is done and comments here will not change the new logo that I am sure.
What I do like is the fact the drawing will represent the breed no matter what discipline folks are interested in with their beloved horses even if it is not my favotite. So yeah to AMHA in trying a new branding for the breed but any change is not often accepted quickly. But the old one was better showing the history of this breed so I am one sad Morgan owner to see that historical aspect no where in the logo or slogan.
But I am sure we will all be used to it in no time even if many think the effort is less then stellar, at least we are headed towards actively marketing this breed to newcomers which is something the Morgan horse breed overall on every level does not do well.
Logo or not the way that a horse breed is marketed to the public is through that breed getting out in the gneral public. Open shows,all breed venues, open houses etc. Yes, the Morgan breed is very friendly, but if the gneral public isn’t interacting with the Morgan they will never see this trait.So, we as Morgan people will understand the slogan, but until we are ‘out there’ the public will not. I think there re other marketing elements that have to be considered.For example, why do so many people own a quarter horse? Price,availability ?What do you think?
I’ll bite…..what can make morgans difficult to sell at some points on the general horse market?? as say compared to QHs…
The “perception” that they are to small, to difficult, and to “hot” horse for the average person looking to buy their first horse. The upheaded morgan is difficult to sell as people believe they are a hot horse and they are frightened of them.
Kelly
PS. I believe we have a lack of well trained, QUIET entry level morgans available to sell on the average.
Dawn….Will AMHA make the current logo available as a banner for morgan people to use on their web sites or in print ads??
Also I think the AMHA website needs to make it easier for people to locate a morgan riding lesson program, training stable or morgans for sale…less clicks…maybe they need to sell banners on the front page for those that are interested??
Kelly
Wow I can not believe so many people got so worked up about this. I would think the right thing to do is to say “Thank you” to the Yeltons for there generous donation of the logo – whether you like it or not. Maybe you people that are so unhappy with the AMHA committee should think about joining it next year so you have more input. I am sure the AMHA is doing the best they can. Lay Off Guys!
I agree that it is the perception that the morgan is too small for many people’s taste. One of the first thing people want to know when they buy a horse is how big it is. Many people don’t want to ride small horses, they like to feel something substantial underneath them…..which is a great argument for passing a half-morgan registry. Look at the incredible success the half-arabian registry has had, size plus beauty, what more can you ask for? Also, I think saddle type horses are an acquired taste.
I thought the new logo and slogan were just fantastic! I can’t believe the negativity towards an effort to improve and help market our breed. If you take a look at every other breeds logo, the new morgan horse logo is so much fresher and progressive. It appeals to those looking for beauty in a horse, and the slogan conveys that the morgan horse is intelligent and personable. I think it will become very recognizable in the future and kudos to a job well done!
I don’t know if it is out in the mail yet, but in the latest issue of TMH magazine that was distributed at OKC, there is a very in depth interview with the Yeltons that explains why they chose the logo and slogan they did, what they are hoping to accomplish and why it will benefit everyone. I would encourage you all to read it, and I hope that when you do, you will agree that this is a huge step in the right direction and I applaud all of the people on this committee who have taken this project on and are making the most of it. Kudos to you!!
I totally agree with flygirl and Alicia. Man sometimes I think some people have too much time on their hands to complain about such minor issues. I think the slogan and overall brand looks great. I appreciate the time Mrs. Fire and the Yeltons give to out breed.
I have to disagree that this is a minor issue. If you have any stake in Morgans at all, branding and brand recognition should be hugely important to you. There is a reason people refer to a tissue as a Kleenex and why a child’s first food is Cheerios. Those are not products, but brands. Brands are what sell a product and what image is associated with that product. If we want the Morgan to have a future, we need to have a strong brand on which to build.
General Mills Cheerios and Flavorite Cherri Oats are essentially the same product. While those who are close to them can tell you the differences, most people look at the two side by side and see the same thing. The brand Cheerios and its slogan “The one and only.” is what sells more Cheerios than Cherri Oats. The yellow box is recognized and if you ask a parent what they will feed their kids, they will most likely say Cheerios, not Cherri Oats. The branding of Cheerios has convinced people that its quality, taste, etc is superior to a comparable product. That is “the one and only” choice when choosing a toasted oat cereal.
The same is true for horses. Those familiar with horses can tell you the differences between a Morgan, Quarter Horse and Saddlebred. But the general public sees just a horse. If we want to convince horse buying public that they should buy a Morgan vs another breed, we need to tell them why through branding.
I definitely was initially turned off by the new look, but after reading the AMHA article, I am convinced that this is a positive change. The article does a great job of explaining why the logo and slogan were chosen and is backed up with market data. I won’t go into depth on why this whole makes sense, but I encourage you to read the article. We have to remember that we are speaking to a new market, not current members. Most people did not choose the Morgan because it was the first American breed. Most people are looking for a connection with their horse in some way. Little girls looking through Horse & Rider or adult women looking to take lessons are not looking for history, they are looking to fulfill dreams. We need to speak to those dreams and why the Morgan is the horse for them. Hopefully this new look is the first step in that direction.
*ASHLEY*
I think that because of the small size of this breed, people forget that the AMHA is a corporation and expect to have a “say” in everything.
I doubt they asked general members of the AQHA if they liked the slogan “RIDE”, and I really don’t recall getting a notice from the AHSA asking if I approved of their name change to USEF or asking if I liked their choice of font in the publication.
There is a marketing committee for a reason. It is to avoid having any potential progress halted by waiting for the consensus of each and every AMHA member.
The slogan/logo will either catch on…or not. If it doesn’t seem to be catching on, then that would be the appropriate time for members to submit any drawings and possible slogans they may have. If the AMHA, as a corportation, should choose to invite member input…perhaps they could even have a contest for ideas.
Personally, I think the more generic look is more appealing to the non-Morgan public, but realistically doubt it will change the numbers of transfers or new people to the breed. Right now is a very difficult economic time. We will be lucky to hang on to the numbers we have. People just don’t have the expendible income they did years ago. The equine industry, across the board, is likely to continue to decline.
I also don’t think any slogan…no matter how good…will overcome the negative image that the continued lawsuits and public website/chat group warfare have done to this breed as a whole. It amazes me that people who so vehemently profess to protect the breed can whimsically cause it such terrible damage.
It reminds me of a phrase I heard many years ago, and didn’t understand as a jr. exhibitor…but now, regrettably, do…”the Morgan breed survives despite its owners.”
OK…off the soapbox now…hoping that I will be proven wrong and the new slogan will bring many new friends to discover the wonder that is the Morgan horse.
awww i like the new slogan! i just think it’s really random how the word “horse” is green, while everything else is blue
I too read the article, and like the idea it seems really neat!
I think you are right Kelly about a need for quiet entry level horses–and affordable.Yes, as someone stated little girls( and women) look thorugh magazines and dream, but a dream can turn to a nightmare and send a person looking for a different breed. I have been involved with Pony club,4-H, and other clubs and there are very few kids on Morgans.(at least in our area). People either think a Morgan is a work horse or too hot.
I think the new logo and slogan are great. They truly capture the essence of the breed.
Only time will tell if they’ll be succesfull, but I think they’ve got a strong chance coming out of the gate.
If you have to read an article from the breed’s official publication or see a presentation at the breed’s world show to understand the meaning behind the logo, is it really an effective logo for enticing newbies to Morgans?
Good point, Leslie
I think another thing we need to do to bring more people into our industry, specifically more people who are interested in showing, is making larger sums of money available for purses at horse shows. I mean, that obviously shouldn’t be our main selling point but a lot of other breeds have a lot of money at stake in some of their classes. And it’s not just incentive for the exhibitors to show, it’s incentive for our trainers to do a better job with the horses.
Don’t get me wrong, I love this industry and the trainers in it. I think they do a marvelous job. BUT… if you look at other breeds, if you watch them at their breed shows, they are very, very well trained and the training looks very uniform to each horse. I think that’s something we lack. I feel like our Morgans all have very different styles. It would raise the level of competition if the horses all performed similarly (not performance & ability wise, obviously). Really I should say “acted” similarly.
For example, if you watch the horses in our western pleasure division you see some horses with very beautiful jogs that have a clear rhythem and cadence. Then you see the horses that look like they’re just doing a shorter-strided trot. And then you have the ones that are stopping and going and stopping and going. etc.. They’re all trained very differently and you can tell.
The level of competition would be much higher and more exciting if the horses were trained better and did things one way, like in other breeds. It would be a truer test of ability. And I think trainers would be more inclined to do this if there was more in it for them than a ribbon and a cooler. Also, exhibitors would be more likely to pay all the money to show if there was the possibility of winning something like money.
Sue,
Good idea. In addition, this won’t be a very popular idea but hear me out, the increased purses should be offered in the aged horse divisons.
By offering more money to 5 and overs, especially amateur divisions, it takes the pressure off trainers to push youngsters so hard. Rather, it gives them incentives to perfect the mature horses…those that would be HIGHLY marketable to new owners just entering the breed.
New owners will be more attracted if the money classes were those that they could ride in…rather than buying a youngster that only allows them to cheer and clap from the stands.
While I love the idea of adding money to classes, I disagree with the statement that other breeds have horses that all “act” the same because they are trained to a higher level. They all act the same and go the same because they are all built the same! Our breed is very, very diverse, and I think it is a credit to our trainers that we train horses to match how they are built both in the body and the brain. This is a good thing. If the only thing that wins is one exact way of going, there will be many, many Morgans who are great representatives of the breed that never get a prize, and worse, trainers will start forcing horses to be something they are not.
Secondly, as to the article explaining the logo– its almost like the AMHA can’t win here. They don’t print an article and everyone is upset because they weren’t offered an explanation. They do print the article and they are accused of having to print it because it is so complicated that it can’t be understood without lengthy explanation. The AMHA just can’t win with us! How about we be happy that someone has taken this important bull by the horns. I certainly don’t have hundreds of hours tied up in this project, and am certainly not well enough informed to be so highly critical of something I don’t fully understand. So I am going to do something we never do for the people at the top who do devote countless, THANKLESS hours to the task of promoting our breed– I am going to give them the benefit of the doubt. I am going to have faith that they are doing everything they can to move the breed that supports my livelihood in the right direction. And I am not going to be overtly critical until I make sure I get on some kind of a committee to make some changes where my words can amount to more than idle grumblings, even if it is at a very local grassroots level.
Well said Alicia, thank you!
“They don’t print an article and everyone is upset because they weren’t offered an explanation. They do print the article and they are accused of having to print it because it is so complicated that it can’t be understood without lengthy explanation.”
I don’t think anyone was upset that they weren’t explaining the logo. If anyone was looking for clarification I think it was just on why they had decided to have a new logo designed at all.
As far as accusing the AMHA of making a logo too complicated to understand without explanation, I was responding to the handful of posts on this blog (one of which was yours, Alicia) saying that the logo makes sense IF you read the article and/or saw the presentation. Well, most people aren’t going to see that presentation or read that article, so that’s not a fair way to judge the new logo’s effectiveness.
It’s not really all that big of a deal. Those of us who are already won over by the breed aren’t going to get out of Morgans because we don’t like the association’s logo. And people who are looking to get into horses are probably (hopefully) not going to make their breed choice based on a slogan. And I DO appreciate that there are people volunteering their time to work on breed promotion, but that doesn’t change the aesthetic value of the logo. We don’t have to like it just because it was free.
The negative response on this blog isn’t empty criticism or complaining, it’s the members expressing their opinions. I don’t see anything wrong with that.