ICC Cricket World Cup 2015 branding unveiled

As the ICC Cricket World Cup (CWC) 2011 came to a close in Mumbai last week, the brandmark of the next world cup was revealed to millions of cricket fans around the world.

 

The brandmark was developed by FutureBrand and is the first glimpse of the identity of the ICC Cricket World Cup 2015, to be co-hosted by Australia and New Zealand.

 

FutureBrand Australia was appointed by the International Cricket Council after a competitive international pitch process late last year. In the first stage of a partnership that will lead up to the event in 2015, FutureBrand has worked to develop a new identity that will be progressively revealed over the coming years.

 

At the core of the new identity is a strong visual representation of the two countries, famous for their sibling rivalry but now joining forces to host 'the world’s toughest players in the world's toughest backyard.'

 

"The appointment by the International Cricket Council has made us extremely proud and excited to help lift the profile of the ICC Cricket World Cup and consolidate it as one of the major sports events in the world," said Erminio Putignano, managing director of FutureBrand. "FutureBrand Australia has a long history in creating sports brands, from the Sydney 2000 Olympic Games to the Melbourne Commonwealth Games, Cricket Australia, AFL and the TV channel One HD. Our team's experience has allowed us to tackle the specific challenges of branding a sport event: how to involve local and international audiences, passionate and occasional fans, as well as how to build momentum over the long period of time separating us from the actual event."

 

Ken Shadbolt, creative director of FutureBrand Australia, added: "It has been a fascinating challenge to consider what our two countries share, and how to best express those similarities into a brandmark. More than just a symbol of cricket, we wanted to create an expression of the Australian and New Zealander culture that highlights to the millions of international cricket fans the unique flavour that will characterise the ICC Cricket World Cup 2015."

 

In developing the new brand identity, FutureBrand has focused on the two countries' indigenous cultures, collaborating with the Jumbana Group on the use of cultural motifs including the Maori Tohora, symbolising toughness, pride and tribal culture, and Aboriginal journey tracks symbolising the spirit of the land. 

 

The brandmark unveiling is the first step in FutureBrand's work on the ICC CWC 2015 visual identity, which will be progressively developed up until the event in 2015. FutureBrand is now further developing the wider identity system that will inform every touch point of the brand, including venue dressing, the broadcast look, communications, uniforms and merchandise across both countries.