THE Hong Kong Football Association have attempted to give themselves an updated and younger image by introducing their new commercial logo. The colourful logo is called 'Kicking Man' whose shape is derived from the Chinese character 'jok' meaning 'foot'. The strength and power of playing football is expressed by the over-head kicking action of the design. Kicking Man is more colourful and up-to-date than the official logo of the HKFA - the round, outdated one with a dragon in it. The HKFA believe Kicking Man will assist local fans, especially the youngsters, in following the sport since the logo will appear in many forms and media, including tickets, posters and programmes of all the local matches. 'Kicking Man is easy to recognise and people can tell it is the HKFA logo once when they see it,' said HKFA chairman Stewart Lee Leung-nang. Lee added Kicking Man would be used in the promotion of the Hong Kong First Division, the Senior Shield, the San Miguel FA Cup, the Viceroy Cup and other HKFA sanctioned tournaments. 'But the original logo will still be used on the national team uniforms since it is the official one registered at FIFA,' Lee said. ISL sales and marketing director Guy Horne said they would start licensing Kicking Man next season. 'We are taking ideas from the successful English Premier League and J.League that selling the commercial logo to interested manufacturers,' said Horne. 'It is a way to increase the income of the HKFA as the revenue from licensing Kicking Man will go to the HKFA directly.' The HKFA Partner Programme sponsors - sports equipment giants adidas and brewery San Miguel - have planned to use Kicking Man on their products. 'San Miguel have produced some commemorative pins for the forthcoming FA Cup,' said Horne. 'Adidas will soon manufacture Kicking Man polo shirts.'