|World Choir Games Picks Boring Slogan|
In a memo distributed to City Council, Dohoney says the selected brandmark includes a tagline, "Share Song. Create Magic.'' That's cringeworthy.
Since we're talking music, the tagline is right up there with with Kevin Federline's debut album. Dohoney reported the organizers -- a non-profit organization called INTERKULTUR in Pohlheim, Germany -- own the rights to the World Choir Game brand and logo, and must approve any material that uses them. Contracts have already been signed. You can see the branding material by clicking here. Dohoney didn't say whether he likes "the city that sings" better than "Share Song. Create Magic." He did say that the World Choir Games brand guidelines allow for a short phrase that is supposed to capture the essence of the event in a few memorable words. And he said they are sticking with their tagline:
"Any use of the logo, tagline, or brand mark must follow the established brand guidelines. It would be outside the established and approved branding guidelines to add or otherwise alter the approved brand and logo for the 2012 WCG. Also, any event, materials or promotion in connection with the WCG must follow the approved branding guidelines, which is ultimately owned by INTERKULTUR. While the "Cincinnati, the City that Sings" could not be used in addition or in proximity to the established WCG logo, it could be used as a separate application and with some distance from the WCG brand."
He did say that diplomacy may open a crack for the city that sings:
"At this time, the City team is still working with the Cincinnati Organizing Committee to establish the needs for the games. Should the City produce materials in connection with the World Choir Games, the slogan could be used. In order to compliment the materials that have been produced for the past two years . . . the administration will work . . . to establish how this slogan could be used without comprising the contractual agreement with INTERKULTUR."
Of course, the poets from Mozart on down knew all this, that every writer, every rhymer thinks himself super-excellent. Or that all men are poets and sloganeers at heart. As Spenser, master of verse once said,
"I was promised on a time,
To have a reason for my rhyme;
From that time until this season,
I received not rhyme nor reason."
Let's face it, the city that sings has a special ring. Share Song, Create Magic is boring.