• Transform magazine
  • August 12, 2020


Charity cricket programme unveils new brand identity


A symbol of British national identity, cricket continues to brighten the long summer days of British youth across the country. The Lord’s Taverners Disability Cricket Programme, a youth cricket and disability sports charity, has worked with design agency Thinking Loud & Clear (TLC) to unveil a new name as well as a new bold brand identity.

TLC, an agency that donates 50% of its profits to the causes it partners with, works to address global issues by uniting commerce with charity. The two organisations worked together to develop a name that showcases the individual participants rather than their disabilities. Renaming the brand as ‘Super 1’s’ not only strengths its relationship with its members but pays homage to the English Cricket Board’s county disability cricket ‘Super 9’s’ teams.   

The refreshed logo features a memorable stencil font better fit for engaging the target audience. By incorporating Lord’s Taverners’ corporate colours and using diagonal stripes, TLC crafted a bold visual identity that successfully stands out and can generate wider support for the programme.

The Super 1’s programme was officially launched on 30 May. Lord’s Taverners capitalised on cricket’s popularity in England and introduced its refreshed brand identity in an exciting manner by inviting renowned cricket player Toby Roland-Jones and his county teammates to help with the launch. 

According to the head of cricket programmes at Lord’s Taverners Henry Hazelwood, the organisation was in need of a new brand and by partnering with a design agency that understands its programme, Lord’s Taverners has aligned its visual identity with its mission.

Established in 1950, the Lord’s Taverners Disability Cricket Programme has been enhancing the lives of young people for more than 60 years. By offering sports and recreation programs for disabled and disadvantaged youth throughout the UK, the organisation motivates and empowers young people from 12 to 25 years-old to participate in sports while improving their physical, social and psychological well-being. The program also equips participants with critical life skills such as confidence, independence, communication and leadership.