Introduction<\/strong><\/p>\n This is an intentional hybrid article.It examins the theory of branding along with its practical application between John players and Colin Chapman\/Lotus.Sponorship is material to success in many sporting disciplines and as each of these increase their technologic content, research and expense grows. Sponsorship is a significant assistance to the budget and outcomes.<\/p>\n Sponsorship would not happen without financial rewards.<\/p>\n In this article we therefore examine the concepts and overlaps of sponsorship and branding in some detail. John Player Special will be our primary focus exploring the importance of the John Player Special [JPS] livery worn by Colin Chapman\u2019s FI cars. In this first instance we examine the 1983 season.<\/p>\n \u00a0It is acknowledged that FI has the largest TV audience of any annual global sport. It has been estimated recent figures suggest approximately 597 million audience along with 1.5 million minutes of coverage each year. Sponsorship and branding are therefore extremely important and cost effective marketing. Although the figures might have changed there is relativity and similar principle in the JPS era.<\/p>\n In this article we will examine the importance of JPS to Chapman and Lotus but we also believe that the principles outlined will be relevant in many situations and will therefore be of interest to many beyond the technicalities of motor racing.<\/p>\n In the studies of Colin Chapman much emphasis has been placed on the technical content of his innovative designs but little has been said about the merits and distinctive livery of JPS and the rewards this brought to both the sponsor and Chapman \/Lotus. In this series of articles the A&R will explore and attempt to measure\/ estimate:-<\/p>\n These articles will not over focus on technical specification [these are available in other A&R sources] or race histories. The A&R will concentrate on the aesthetic visual design impact of the JPS livery in a wide context. It is hoped that this approach will both appeal and provide practical assistance\/ inspiration to graphic designers, visual communication\/ corporate identity consultants, brand managers, fashion designers and those entrepreneurs who might be considering sponsorship in various capacities \/formats.<\/p>\n Colin Chapman was not a man to look backwards [although he was a dedicated and exhaustive researcher] and for this reason the proposed CCM&EC uses information to assist the solving of current and future demands .The A&R attempts to be a source of and springboard of inspiration .Brands and sponsorship remain important aspects of marketing inside and outside motor racing. It is for this reason we believe it\u2019s an important discipline worthy of serious study feeding creativity and relevant to both the present and the future.<\/p>\n It is not insignificant that the current generation of Lotus FI cars have adopted the distinctive back and gold livery.<\/p>\n Subscribers may like to see A&R complementary piece Lotus and Sponsors, book review \u201cArt of the Formula One Race Car\u201d and our articles on the motorsport artists Walter Gotschke and Michael Turner which are directly relevant.<\/p>\n Performance Package<\/strong><\/p>\n The winning formula \/package of Lotus\/JPS might easily be overlooked. It might be considered to comprise a symbiotic integrated package that included the Lotus \/Chapman design \/technology and strategy\/ driver element, the funding that facilitated this care -off the JPS sponsorship and the distinctive JPS livery that made the cars instantly regoniseable and gained international support.<\/p>\n The totality of the package and presentation enabled JPS to possess the following:-<\/p>\n These are the modern terminology and criteria for being considered a cool brand [see details below].However throughout the 1960\u2019s branding and corporate identity became important with the growth of multinationals. Competition and differentiation were important .JPS achieved extraordinary exposure and positive identification as a result of its association with Lotus and the symbiotic presentation of its distinctive JPS livery.<\/p>\n It might be argued that JPS were able to project all six of the listed criteria as a result of their graphic logo\/ livery as presented on the Championship winning Lotus FI cars.<\/p>\n The totality of performance and presentation promoted global brand awareness and helped forge extensive and lucrative business relationships along with the ability to accelerate its profile, goodwill and provide a platform to communicate.<\/p>\n \u00a0The mutuality of the package have helped define the respective companies [i.e. association, reinforcement of professionalism and success etc.].The sponsorship also contributed to helping other manufacturers become famous and successful.<\/p>\n Cigarette sponsorship in F1 \u2013History and Context<\/strong><\/p>\n Sponsorship had existed in various forms but it Colin Chapman who is particularly identified with its widespread introduction into international motor racing. The following is quoted from the net:-<\/p>\n Ever since the first appearance of the Red, Gold and White colors of the Imperial Tobacco<\/a>\u2018s Gold Leaf brand sponsorship livery<\/a> at the 1968 Monaco Grand Prix<\/a>,[74]<\/sup><\/a> teams, drivers and circuits ofFormula One<\/a> (F1) for years had been heavily dependent on the financial backing of sponsors and from the arrival of Gold Leaf for many decades the tobacco industry played a major role in sponsoring the sport.[75]<\/sup><\/a> In 1976, West Germany began a trend in outlawing tobacco sponsorships in motor races, followed by the United Kingdom in 1984, starting with major races and outlawing the rest of the sponsorships in later years. In 1992 France did the same.[76]<\/sup><\/a> As anti-smoking legislation began to tighten in many parts of the world F1 became an even more important opportunity for cigarette brand promotion. The negotiating skills of the F1 leadership (especially Bernie Ecclestone<\/a>) were such that in many jurisdictions F1 achieved some exemptions from the rules.[76]<\/sup><\/a> However, there is now a blanket ban on advertising in Europe, and the cars are not allowed to show any links with the tobacco companies. As a result, tobacco advertising started to exit F1. In 2000<\/a>, WilliamsF1<\/a> became the first major team to run without tobacco sponsorship,[77]<\/sup><\/a> and McLaren<\/a> later replaced the West<\/a> brand and no longer have any tobacco sponsors. Renault ended the deal with Mild Seven after the 2006<\/a> season, and in the same year British American Tobacco, owners of British American Racing<\/a> team[78]<\/sup><\/a> withdrew from F1, selling the team to Honda<\/a>. Ferrari<\/a> on the other hand renewed their arrangements withPhilip Morris<\/a> in 2005 and later in 2011.[79] <\/sup><\/a>[80]<\/sup><\/a><\/p>\n Through the arrangement, the Marlboro brand in 2007<\/a> was legally visible prominently on the cars, jumpsuits and pit crew at three races: at the Bahrain<\/a>,[81]<\/sup><\/a> Monaco<\/a> and Chinese<\/a> Grand Prix.Ferrari<\/a> was the only team backed by a cigarette brand in the 2007 Formula One season<\/a>. Since the start of the 2008 season<\/a>, Ferrari has no longer carried Marlboro logos at any races, even those at which tobacco advertising is allowed. It is therefore unlikely that any F1 car will ever directly advertise tobacco again. However the barcode symbol that was used for some time was \u201csubliminally\u201d suggestive of the Marlboro branding, and signified their sponsorship. For part of 2010 and onwards, Ferrari no longer had the barcode symbol; the only signification of sponsorship was the team name, Scuderia Ferrari Marlboro, although the team\u2019s logo showed the left side of the Marlboro chevron.[82]<\/sup><\/a> However, from the 2011 British Grand Prix<\/a>, Ferrari dropped the Marlboro sponsor from their official name, and reverted to the name Scuderia Ferrari as their official name, due to ongoing pressure from people against tobacco sponsorship.[83<\/sup><\/a><\/p>\n \u00a0<\/strong>Formula One Liveries: Lotus history [from the net]<\/strong><\/p>\n\n
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![\"JPS\"](\"http:\/\/colinchapmanmuseum.org.uk\/wp-content\/uploads\/2014\/10\/JPS.jpg\")
<\/a><\/p>\n![\"Schematic\"](\"http:\/\/colinchapmanmuseum.org.uk\/wp-content\/uploads\/2014\/10\/Schematic.jpg\")
<\/a><\/p>\n![\"Painting\"](\"http:\/\/colinchapmanmuseum.org.uk\/wp-content\/uploads\/2014\/10\/Painting.jpg\")
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