Durham County Cricket Club, now operating as Durham Cricket, underwent a major visual rebrand in 2019. The club introduced a new primary logo and updated its traditional County Championship crest ahead of the 2019 season, replacing the previous identity that had been in use since the club’s elevation to first-class status.[1]
Design and History
In February 2019, Durham County Cricket Club announced it would rebrand as Durham Cricket, with a new logo and an updated County Crest. The club’s limited-overs side, previously known as the Durham Jets, was renamed the Durham Lions as part of the same identity refresh.[2]
The new identity was developed through consultation with members, staff and club stakeholders. According to Durham Cricket Marketing Director David Jackson, the design took references from emerging cricket brands worldwide as well as football, NFL and NBA franchises, with the goal of creating a brand that could be used consistently across all mediums.[1]
While the new logo was adopted as the club’s primary brand mark, the County Championship shirt retained the traditional shield that had been associated with Durham since its Minor Counties days. The shield received minor tweaks to give it a cleaner appearance and bring it closer to the original design used to represent the county.[3]
The rebrand was carried out internally, with no outside agency or consultants involved in the process.[4]
Meaning and Symbolism
The new primary logo combines a lion head with a capital letter “D” to form a distinct stand-alone symbol. The lion and the club’s traditional colours were identified by Durham Cricket as traditional elements associated with the club, incorporated into a new dynamic creative design intended to reflect the club’s ambition for the future.[3]
The original Durham team colours of blue and yellow were utilised in the new designs, with the club’s limited-overs kits moving to blue and yellow shirts. The previous Twenty20 kit had been red, which club officials noted was inconsistent with the lion mascot branding.[4]
Chief Executive Tim Bostock described the new identity as designed to be “emotive, inspiring and to encapsulate the club’s identity for players, staff and fans alike.”[1]
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