Circle
Lord's

Lord's

Founded in 1787, Lord's is arguably the most famous cricket venue in the world. It is owned by MCC (Marylebone Cricket Club), which has the role of guarding the game's laws and safeguarding its spirit. But with sports entertainment now big business, MCC faced a new challenge – how to use Lord’s heritage and status to their full income-generating potential. With no clear positioning and no consistent identity for Lord’s, MCC asked Circle to create a new brand to encompass its magic and celebrate its unique status as the world’s number one cricket ground. We positioned Lord’s as ‘The Home of Cricket’, with a strong set of values laying out the standards it expects of everyone who represents it. Creating a new and inspiring identity for Lord’s was a crucial early step in helping the venue to stay at the top of its game. At the time, Lord’s had no fixed ‘identity’ – no logo, strapline or clear positioning. Even the apostrophe in the name was inconsistently expressed. If Lord’s was to continue to compete successfully on the world stage, it needed to present a seamlessly professional image. We translated ‘The Home of Cricket’ positioning into a strong look and feel, with bold primary colours, nostalgic black and white photography and evocative personal testimonies from the cricketing greats. Applied throughout Lord’s in signage, banners and merchandise, it has transformed the ground. To make sure the new brand was applied consistently, we devised detailed brand guidelines for everything from signage to stewards’ uniforms. We also created retail guidelines for the shop and online store, and a separate sub-brand for the ground’s increasingly important meetings and events business.

Lord's

A brand that takes ‘The Home of Cricket’ into a new century.

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Lords

An inspiring look and feel for the best-known cricket ground in the world. 

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Lord's

Transforming the retail offer for the world’s best-loved cricket ground.

See work