ICC x T20
Logo update pitch
Introduction
The ICC T20 World Cup (T20WC) is the pinnacle event in the Twenty-20 (T20) format of the sport. The T20 format has been identified as the growth vehicle of the sport and has seen exponential progress since its inception on the international stage.
The Brief
In line with the outputs of the ICC Brand Identity Strategy, the ICC wants to to redesign the ICC Men’s and Women’s T20 World Cup perpetual identities to reflect the pinnacle events of the T20 format. The following information outlines the overarching creative principles and specific identity requirements.
As a core principle the ICC Men’s and Women’s T20 World Cup perpetual identities, including both the logos and the sub-graphic system, need to reflect the vibrant and action orientated attributes of the format along with the aspirational nature of the competition.
The logos and branding must set a benchmark and distinct design language in global and T20 event branding.
Proposals should explore being playful, bold and edgy to appeal to younger audiences, as well as existing cricket fans and demographics.
The intention is to establish a long-term solution for the ICC T20 World Cup, therefore, ownable shapes and design principles are desirable, not just to reinforce the event’s position as a major sporting event but also to allow a degree of separation from other T20 cricket competitions globally.
The assets must be both flexible in application and designed to be animated; they should be modern, graphic and designed with an emphasis on digital and broadcast use, whilst providing effective solutions to be adapted across static applications such as stadia signage and outdoor advertising.
Specifically, the ICC requires the development of a perpetual identity that encompasses the following ICC T20
World Cups: ICC Men’s T20 World Cup 2024: USA & West Indies
Team
Project Manager
Josh Hobson
Creative Direction, Art Direction & Development
Nathan Patrick McKay
Exploration Phase
Research into the sport landscape
Market Overview
Objective: The mood-board was used to collect various amount of stylings, media integrations and popular sport design styles. This step was predominantly used by design to initiate the creative thinking and drafting process.
Project mood-board
Objective: As many sports brands, competitions and teams are moving into a more digital friendly era with their designs. Researching/ collecting data of key campaigns and brand revamps help us document negative or positive impact of each designs had on the viewer, broadcasting and the sports landscape. I then used this data to inform my direction and specific choices within the development process.
Logo development and sketching
Objective: During the development phase I took the existing T20 logo and deconstructed it to build a base of fundamentals to focus on. These would work to establish key elements of familiarity, structure and brand recognition.
Design route 1
Logo development & applications
Logo Construction
The brief predominantly focuses on the new logo design and how it should be seen. With this information I constructed a presentation that showed an introductory brand guideline; this showed logo construction, brand colours, over all scaling and country specific adaptations. With this intro I then went onto developing media to show how this brand can be applied.
Real World Application
Cricket has various media that can be used to show initial brand roll out, these include poster, outdoor billboard, and event day standees.
Design route 2
Logo development & applications
Logo Construction
The brief predominantly focuses on the new logo design and how it should be seen. With this information I constructed a presentation that showed an introductory brand guideline; this showed logo construction, brand colours, over all scaling and country specific adaptations. With this intro I then went onto developing media to show how this brand can be applied.
Real World Application
Cricket has various media that can be used to show initial brand roll out, these include poster, outdoor billboard, and event day standees.
Design route 3
Logo development & applications
Logo Construction
The brief predominantly focuses on the new logo design and how it should be seen. With this information I constructed a presentation that showed an introductory brand guideline; this showed logo construction, brand colours, over all scaling and country specific adaptations. With this intro I then went onto developing media to show how this brand can be applied.
Real World Application
Cricket has various media that can be used to show initial brand roll out, these include poster, outdoor billboard, and event day standees.
Project Learnings
Main learning was that; each project contains key data points that can be collected and used by each team member that inform the final development process.
Stating the above, each fundamental (design and data research) was key to sell the concept. I challenged myself in this project with these design fundamentals as the process was slow, but the key learning of developing and altering key messaging with informed collected data. Helped me learn more on what to focus on during the research phase and what is the most beneficial to my final outcome.