Durham Cricket: A new era begins

May 1, 2019

To mark the start of a new era, Durham County Cricket Club has taken the opportunity to rebrand and launch Durham Cricket for 2019 and beyond

The club has rebranded with a striking new logo and an update of the county crest.

While the new brand will be used to represent the club, Durham Cricket’s County Championship shirt will retain the traditional shield that has been synonymous with the club since its Minor Counties days; some tweaks have been made to the design, to give the shield a ‘cleaner’ look, making it closer in appearance to the original.

Durham Cricket chief executive, Tim Bostock – who recently appointed director of cricket, Marcus North and lead high performance coach, James Franklin – says: “The new identity – which is designed to be emotive, inspiring and encapsulate the club’s identity for players, staff and fans alike – combines traditional elements associated with Durham Cricket – such as the lion and the colours – with a new dynamic creative design, which resonates with our ambition to take the club forward into a new era of success, both on and off the field.

“Moving to Durham Cricket allows for better representation of the club as a whole. Since its inception as a first-class county, the club has expanded rapidly to represent more than the County Championship team, with the development of the hugely successful junior academy and the creation of our women’s teams and development pathway, as well as our Foundation and community cricket work.

“Cricket is a global sport and with the development of modern technology Durham Cricket is increasingly being viewed from across the world. The rise in the new formats of the game are encouraging a more diverse audience than ever before with more children, women and families being drawn to the game. It is therefore vital that we have a consistent brand with a universal appeal across all demographics to enhance our profile and maximise opportunities to grow the Durham Cricket family.”

Durham Cricket marketing director, David Jackson, adds: “Various consultation processes were carried out with groups of members, staff and club stakeholders to ensure the new brand would allow us to take Durham Cricket forward while retaining links to the heritage of the club.

“Having reviewed the marketability of new emerging cricket brands across the world, alongside successful football, NFL and NBA franchises, the new design has taken references from a variety of sources to provide an instantly recognisable brand that can be used consistently and effectively across all mediums.”

Durham Cricket
www.durhamcricket.co.uk

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