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27th February 2019 News

Durham Cricket: The rationale

Our new identity combines traditional elements associated with Durham Cricket, such as the Lion and the colours used, 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.

The Lion head and capital ‘D’ have been combined to form a distinct stand-alone symbol that can be replicated across any marketing material or piece of merchandise. The original Durham team colours have also been utilised and contrast effectively to give a bold and striking design.

The new identity is designed to be emotive, inspiring, and most importantly, an identity that players, staff and fans can identify with and believe in.

Our County Championship kits will retain the traditional shield associated with Durham since our days as a minor county. The shield has had some minor tweaks to make it cleaner in appearance and closer to the original shield used to represent the County.

This shield will be represented with pride by our County Championship team and only worn by those at the pinnacle of County Cricket in the North East.

Durham Cricket

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, creation of our women’s teams and development pathway, as well as our foundation and community cricket work.

Durham Cricket aims to be inclusive and supportive of all levels of cricket across the North. 

Developing the identity

Cricket is a global sport and with the development of modern technology and Durham Cricket is increasingly being viewed from across the World.

The rise in 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.

Various consultations processes were carried out with groups of members, staff and club stakeholders to ensure the new brand would allow us to take the club forward whilst retaining links to the heritage of the club.

Having reviewed the marketability of new emerging cricket brands across the World as well as current football, NFL and NBA franchises, the new design has taken references from such teams to provide an instantly recognisable brand that can be used consistently and effectively across all mediums.

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