CONFIDENTIAL ICC WOMEN’S CRICKET WORLD CUP – BRAND IDENTITY 02 APRIL 2019

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ICC WOMEN’S CRICKET WORLD CUP - BRAND IDENTITY

02 APRIL 2019 CONFIDENTIAL

CONFIDENTIAL ICC WOMEN’S CRICKET WORLD CUP – BRAND IDENTITY 02 APRIL 2019

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PROJECT SUMMARY To develop a perpetual logo for the ICC Women’s Cricket World Cup that is line with the ICC’s wider event brand identity strategy,

building equity in the event brand and maintaining a level of consistency across each edition of the event.

Other fundamental objectives the brand must achieve include:

• Logo must be conducive to digital application (over print)

• Colour scheme to be adaptable to each event host

• Logo to be visually engaging and conducive to animation

• Logo to allow for multiple tournament-related adaptations / sub-brands (Trophy Tour, School Programme, Qualifying

events, etc.)

PREVIOUS ICC WOMEN’S WORLD CUP LOGOS

Historically each ICC Women’s Cricket World Cup brand has been entirely bespoke with no continual elements in its design. This

approach whilst successful on an event-by-event basis has had the following drawbacks:

• No brand continuity / legacy

• Low levels of recognition / retention

• Hyper localized approach to brand development (host centric as opposed to event centric)

CONFIDENTIAL ICC WOMEN’S CRICKET WORLD CUP – BRAND IDENTITY 02 APRIL 2019

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CONSIDERATIONS In an effort to build greater brand recognition and maintain a level of consistency across various editions of events, the ICC has

adopted a perpetual format for its event brand identities. As it stands, the ICC U19 Cricket World Cup and the ICC T20 World Cup

have fully made the transition from a singular to a perpetual event brand identity, inclusive of both logos and sub-graphic suite. You

can find below the primary logos from each edition of these events (where possible) from the time the year they made the switch,

also included is a short description of the rationale behind design selection for the perpetual logos. Please note, the variation in

their colour schemes is intended to make each logo unique whilst remaining synonymous with the host.

- ICC U19 CRICKET WORLD CUP The logo is also inspired by the positive energy of the ‘future stars’ participating in the event – dynamic and swinging for

boundaries. The body shape of the logo consists of the number ‘19’ with the ‘9’ forming a batting motion.

- ICC T20 WORLD CUP (Formerly the ‘ICC World Twenty20’) – Only women’s marks used for reference

The logo primarily draws inspiration from the vibrant and explosive nature of T20 cricket, the graphic symbol consists of a

stylized wagonwheel that encompasses both the Men’s and Women’s event trophies (as the same nation hosts both

events every 4 years).

Men’s and Women’s event staged together hence the gender neutral mark

CONFIDENTIAL ICC WOMEN’S CRICKET WORLD CUP – BRAND IDENTITY 02 APRIL 2019

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PROPOSED APPROACH The ICC recommends implementing a similar approach to the one followed by the ICC Men’s Cricket World Cup 2019 (and its

qualifier event) wherein, a perpetual format has been adopted for only the logo, the sub-graphic suite (and colour palette) are

bespoke to each edition of the event allowing for an added level of customization and contributing to the legacy left behind by each

respective event.

In regards to the logo design, the primary focus would be to elevate the status of the ICC Cricket World Cup trophy, leveraging its

iconic status as the most coveted prize in cricket. In addition to this, given the event serves as a vehicle to attract new fans to the

sport, by making the trophy an integral part of the event logo these new fans are immediately introduced to the trophy thereby

building its equity further.

- ICC MEN’S CRICKET WORLD CUP

As you will find, the CWC trophy is an integral piece of the logo design with the colours being reflective of the hosts, ‘Qualifier -

Zimbabwe’ (Yellow from their flag) and ‘CWC - England & Wales’ (Red from the Welsh and English flag). Upon the conclusion of

the event these colours and the font type will change to reflect the next qualifier (TBC 2022) and event host (India 2023).

In conclusion, to remain compliant with ICC’s strategy of migrating to perpetual event brand identities and keeping in mind the approach taken with the ICC Men’s Cricket World Cup, our recommendation for the ICC Women’s Cricket World Cup would be to commission the development of a logo whose structure / lay-out celebrates the event trophy and the colour palette followed by the sub-graphic suite draws influence from each respective event host.

Image of the ICC Men’s CWC Trophy

CONFIDENTIAL ICC WOMEN’S CRICKET WORLD CUP – BRAND IDENTITY 02 APRIL 2019

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ICC WOMEN’S CRICKET WORLD CUP - TROPHY IMAGES