Birmingham Bears are a T20 cricket team playing in the NatWest T20 Blast. They are the first team to breakaway from the traditional county structure and focus on finding a new audience through a city facing identity.
T20 cricket is a more dynamic and vibrant format of the game than traditional county cricket. The Bears needed a new identity to reflect, amplify and embody the personality of T20 and the city of Birmingham. Their immediate target audience is younger modern cricket fans, recreational players and sport enthusiasts.
Breaking away from the traditional bear and ragged staff the new logo is dynamic and constitutes the definitive expression of the Birmingham Bears. The simplicity of The Bear across communications aids stand-out within the marketplace allowing Birmingham Bears to dominate the T20 category.
To maintain brand recognition and distinguish the brand we produced brand guidelines. The new brand includes logo and word-mark, primary and secondary typefaces, colour palette and supporting brand elements.
In the example you can see the core brand colours. Owning the yellow across communications cut Birmingham Bears a consistent and distinctive path to build a stronger and more recognisable brand. ‘Aldo The Apache’ is the key display font and is born from the logo mark itself. It is the link between the brand logo and the content of their communications. To ensure the logo has enough stand-out and legibility, the logo must be surrounded by an area of clear space that remains free of graphic and type elements.
Tone of voice
The logo went through various iterations and re-designs before we found something players, fans, staff and everyone associated with the club were proud of.
We developed a visual brand identity that is a template for shaping the future of domestic cricket. Birmingham Bears want to be an exciting first point of contact for grassroots cricket and become transition club for England Cricket and Warwickshire County Cricket Club fan bases.
The audience demographic is the younger cricket fan. The final brand needed to appeal to the Under 16s market as they have free entry to games and will likely be the first generation of pure Birmingham Bears supporters.