Our Work: Northamptonshire County Cricket Club Rebrand



Northamptonshire County Cricket Club Rebrand


Northamptonshire County Cricket Club


Having been involved in Sports Sponsorship and brand activation for many years, we were delighted to be asked to work on the redesign of the Northamptonshire County Cricket Club brand.

The club, dating back to 1878, has had many iterations of its iconic Northamptonshire rose throughout the years, but it’s most recent incarnation had become cluttered with too many elements. We wanted to strip the logo back to its core component, and make the rose the hero of the logo again.




The rebrand also encompassed the badge for the T20 team, The Northamptonshire Steelbacks. The T20 tournament is the new kid on the block compared to traditional county cricket, and this spirit needed to be reflected in the logo, whilst still maintaining a link to the CCC logo and essential “Englishness” of the brand as a whole.




The team figurehead is a Northamptonshire ‘Steelback’ soldier, from the era of the clubs formation, so nicknamed for their stoicism. Despite being the team namesake, the Soldier felt lost in the background. Our intention was to modify the logo so that the Soldier became the prime focus; we also introduced a wider colour palette and incorporated the white T20 cricket ball into the shield.

For the wider brand, we chose to use photographs of the players in action, making them a central feature of all the materials. We know fans love to see images of their team players in all their glory and we wanted to reflect the excitement of watching live T20 cricket. So far we’ve applied the new brand to membership and hospitality materials, programmes, video idents, scorecards, advertising, signage and much more.







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