Edgbaston Unveils New Brand
Birmingham’s Edgbaston Stadium has unveiled a new brand identity ahead of a period that will see the venue host a number of key cricket fixtures in the coming months, including the ICC Cricket World Cup, the Investec Ashes Series and the ICC Champions Trophy.
The new logo, which has been designed in partnership with Birmingham-based agency VIVA, has been themed on Edgbaston’s e-shaped floodlights, with the new website for the venue also unveiled by Class Creative.
The new Edgbaston brand is visible from the front of the stadium with a 10 foot illuminated ‘e’ installed by the venue’s official partner Dragon Signs. Inside the main reception, a timeline of Edgbaston and Warwickshire CCC history has been mounted on either side, with more moments in history displayed around the stadium.
Last summer’s hosting of the third Investec Ashes Test Match has seen Edgbaston nominated for Best Entertainment Experience at the BT Sport Industry Awards.
In 2016 Edgbaston will host the England cricket team in a Royal London One-Day International against Sri Lanka on 29th June and an Investec Test Match against Pakistan from 3rd August. It will also host the marquee day in domestic cricket, with NatWest T20 Blast Finals Day on 20th August.
Gareth Roberts, commercial director, Warwickshire County Cricket Club, said: “The recent £32m redevelopment of our Pavilion End at Edgbaston was designed to ensure that the stadium would regularly host the world’s biggest cricket matches. With these fixtures awarded and fast approaching, it’s essential that we have a brand that our visitors can recognise, but also have supporting messages around the stadium which highlight what a special venue Edgbaston is.
“We have ambitions to be the world’s leading cricket business and as part of our brand redevelopment we have unveiled our new performance pyramid, of passion, preparation and performance, which will help staff deliver a special experience to our visitors in attendance.”
Councillor John Clancy, leader, Birmingham City Council, added: “Edgbaston is a key part of the sporting and cultural offer in Birmingham, helping to put our city firmly on the global sporting map. And thanks to major events like the ICC Champions Trophy and ICC Cricket World Cup, Edgbaston also continues to plays a big part in our visitor economy.”
