London Spirit marks a new era with a refreshed logo and colour palette

While speaking to the spirit of unity and heritage, the rebrand aims to offer a clean cut and modern design aesthetic. Marylebone Cricket Club (MCC), owners of London Spirit, partnered with global advertising agency VCCP and London-based creative studio SomeOne to embolden the team’s identity.

The short format cricket team introduced a deep blue, making for discreet and modern brand assets. The MCC’s classic ‘egg and bacon’ yellow and red colour scheme cuts through the blue as a nod to the tradition of Lord’s Cricket Ground, offering a deeper meaning. Seen in merchandise and applications, the cohesive design creates stronger brand recognition for both new and long-time fans.

The logo adopts an 'LS' monogram, as opposed to spelling out the entire London Spirit name, and includes a small slope in the 'L' as a reference to the famous slope at Lord’s Cricket Ground, where the team plays. 

Other key patterns inspired by Lord’s includes the 100-year-old Father Time weathervane, which appears as a recurring motif throughout the design.

Rich Rhodes, executive creative director at SomeOne, says “The idea of duality powers all aspects of the identity – history/modernity, women/men, old/young, batting fielding – all of which can be visually represented by ‘the thread’, a powerful combination of colours, unique to the MCC.”