Kent County Cricket Club, the first-class county club representing the historic county of Kent in England, has used the White Horse of Kent as its central emblem for over a century. The club’s visual identity is built around this county symbol, presented within a shield and rendered in the club’s traditional colours of maroon and blue.
Design and History
The club’s current logo dates from November 2010, when Kent County Cricket Club launched a redesigned badge. The new design placed the Invicta horse prominently at the forefront of a shield, with the shield rendered in the club’s traditional colours of maroon and blue. The year of the club’s establishment, 1870, was added to the badge to emphasise its heritage. The redesign was produced by the Deeson Group, a Canterbury-based communications company, which also joined the club as a commercial partner. The club stated the objective was “honouring the past whilst focusing on the future,” and that the redesign coincided with the redevelopment of the St Lawrence Ground in Canterbury. The club’s chief executive at the time, Jamie Clifford, said the design “rightly returns the Invicta horse to pride of place at the centre of a shield whilst providing a fresh new contemporary look.” [1]
For the 2020 season, the club produced a commemorative emblem to mark the 150th anniversary of its founding on 6 December 1870. The anniversary emblem, researched and designed over the preceding year, mirrored past club badges that featured the White Horse of Kent on a bright red shield, the colour of the flag of Kent. Alongside a modernisation of the existing Kent Cricket shield, a gold ribbon was added reading “150 YEARS,” along with the two dates of the club’s founding and its 150th year. The emblem was worn on a special commemorative County Championship playing shirt for the 2020 season only. [2]
Meaning and Symbolism
The White Horse of Kent is the county’s traditional symbol, also depicted on the flag of Kent. The horse is used on the badges of several Kent-based organisations, including Kent County Cricket Club. [3] The horse has appeared on Kent Cricket badges for many decades; a cricket archive from 1885 describes the county’s cap badge as featuring the “white horse of Kent” embroidered on a blue cap. [4] The word “Invicta,” meaning “unconquerable” in Latin, is the motto of Kent county and has historically appeared alongside the horse on Kent Cricket presentation items. [5]
The club’s traditional colours of maroon and blue were confirmed with the 2010 logo redesign. [1] In limited-overs cricket, the club has also used sky blue as a traditional one-day colour, with a 2026 kit described as using “Kent’s traditional 50-Over colour of sky blue, with a navy & cherry red chevron.” [6]
In March 2026, the club announced that Kent Men would return to wearing the White Horse of Kent in the Metro Bank One Day Cup, aligning the men’s and women’s teams under one name in that competition. The club stated this change honoured the tradition of its one-day successes in the 1960s and 1970s. [7]
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