Okla. State Fair introduces new official name, logo

State Fair officials on Tuesday unveiled a long-range approach to reposition the State Fair and State Fair Park in the marketplace.

The plan includes a new branding strategy for the State Fair and State Fair Park, including a new official name and new permanent logo design.

The new branding strategy is consistent with plans to create an entertainment presentation with broader market appeal over the next several years leading up to 2006 Fair Centennial and the 2007 State Centennial celebrations when the State Fair plans special events to commemorate both historic milestones.

This is much more than the introduction of a new logo for an entertainment institution with nearly 95 years of history behind it, said Clayton I. Bennett, chairman of the board. We have carefully approached this task, conducting research with consumers to determine the soundness of our strategy to move forward with a fresh new look and style in the marketplace. The results clearly pointed to the need for a new, vibrant presentation to complement the long- range plans to expand and improve a first-class State Fair and Fair Park, anchored by a diversified entertainment product with a particular orientation to families.

As part of the new branding strategy, the official name of the State Fair of Oklahoma will change to the Oklahoma State Fair. The new name places greater emphasis on the name of the state in keeping with management's desire to transform the scale and scope of the annual State Fair into an event for every Oklahoman.

The new name of the fairgrounds is State Fair Park, depicting plans to create a bigger entertainment complex with the use of the word park and an immediate location moniker with the incorporation of the words State Fair in the name.

The new fair and fairground names are considered cornerstones of our overall initiative to convey the statewide stature of the fair and State Fair Park, said Skip Wagner, president and general manager of the Oklahoma State Fair. State Fair Park has become, over the past several decades, an entertainment crossroads not only for the state of Oklahoma but for the entire country, hosting many prominent national events every year.

Early in the process, State Fair management engaged Oklahoma- based Ackerman McQueen to assist in the research to develop a new brand and branding strategy.

The new names were chosen because they capture the essence of a long-range vision to create a revitalized and reinvigorated State Fair experience and modernized State Fair Park. State Fair officials are in the early stages of developing a comprehensive master plan for State Fair Park facilities.

The new names provide energy and enthusiasm to the master planning process aimed at creating top-notch facilities needed to produce a vibrant entertainment product with greater appeal to more of the public, Wagner said.

A new umbrella brand was introduced, as well as a series of specialty brands depicting the array of events and activities featured at the Oklahoma State Fair. A new slogan line entitled Raising the Roof is incorporated in the new brand, adding a text element to complement the notions of fun and excitement conveyed in the design.

The Raising the Roof line communicates our efforts in raising the bar to create the finest State Fair and venue in the entire country, Wagner said. The line also complements the festive nature of the brand depicted by the dancing western boots and conveys a positive, good-time experience for guests. The boots also reflect the rich western heritage of the state.

The versatility of the new brand design sparks merchandising opportunities to market items such as shirts, cups and hats. Merchandise featuring the new multi-colored brand will be introduced at the 2001 Oklahoma State Fair this September.

We know we must deliver a first-class product to complement the new brand in order to succeed long-term, Wagner said. The new brand and new branding strategy point to a new era for the Oklahoma state fair as we move further into the 21st century. Besides being friendly and inviting, the new brand will help position us in such a way that we stand out in the marketplace, capturing attention and interest to connect with the public.

Bennett said the Oklahoma State Fair is ingrained in the rich tradition of the state.

Over the next several years, we envision a number of significant new additions and improvements, including all-new entry plazas, ride attractions, landscaping, exhibit presentations, shows, concert series and arena attractions, Benett said. The logo launches our efforts in connection with the process to redefine the Oklahoma State Fair and State Fair Park with consumers.

The Oklahoma State Fair also introduced a new official Web site at www.oklahomastatefair.com.

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