Edgbaston reveals new branding ahead of major cricket matches
EDGBASTON Stadium, home of the Birmingham Bears and Warwickshire County Cricket Club, has revealed its new branding and logo ahead of a busy season of domestic and international cricket.
The branding, which mirrors the iconic ‘e’ picked out in the ground’s floodlights, is set to clearly identify the venue at high profile games such as Test Matches and one day internationals, together with showpiece county occasions such as T20 Finals Day.
The rebranding has been introduced ahead of a calendar of games which sees Edgbaston host 35 days of major match cricket before the end of 2019, including another Investec Ashes Test Match and five matches in both the ICC Champions Trophy and ICC Cricket World Cup.
This season it is hosting an Investec Test Match against Pakistan, a Royal London ODI against Sri Lanka and the NatWest T20 Blast Finals Day.
Ground authorities, in conjunction with Marketing Birmingham, have predicted the games will deliver a £17.7m benefit to the local economy, based on the likely attendance at each match day and the expected travel and number of overnight stays by spectators.
The new logo has been developed in partnership with Birmingham-based brand agency VIVA. A new website has also been developed by Birmingham-based digital design specialists Class Creative and the installation of the branding was made by Dragon Signs.
Neil Snowball, chief executive of Warwickshire County Cricket Club, said: “Edgbaston entered a new era as a leading sports venue when the £32m Pavilion Stand was unveiled in 2011. It has gone on to become a hub for the local community that is enjoyed by thousands of visitors each year.
“Whether visiting to play or watch cricket, or for a conference or event, we want our members, supporters and guests to feel that they are at a very special venue in the heart of Birmingham.”
The new branding is clearly visible from the front of the stadium, where a 10-ft high illuminated ‘e’ has been installed. Inside at main reception, a timeline of the stadium and Warwickshire CCC has been mounted on either side with dramatic moments in the club’s history displayed around the stadium.
Cllr John Clancy, leader of Birmingham City Council, said: “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.”
