Marylebone Cricket Club has shared a new identity for its team, London Spirit. The identity was developed by creative agencies VCCP and SomeOne.
MCC also owns 212-year-old Lord’s Cricket Grounds, where London Spirit plays as part of The Hundred cricket league. The Hundred is a modernized version of traditional cricket that offers a faster and action-packed game meant to attract younger viewers. The new identity reflects this juxtaposition of old and new.
The new system builds on MCC’s traditional use of dark blue and the “egg and bacon” thread that was part of the old branding. That thread represents unity in the revamped identity. The slight slope in the L of the logo refers to the famous 2.5m slope on the Lord’s pitch. Other heritage references include the blue and black striping borrowed from the familiar (to fans) MCC tie and a modernized version of the 100-year-old Father Time weather vane found on the grounds.
