Our branding and bid work for Trent Bridge has helped secure an impressive £10m of funding. The thinking here was to create a brand for the venue (as opposed to the cricket club). Something that could act as a platform for delivering crucial funding bids and be used for promoting the broader services being developed (eg weddings, conferences and lunches). A brand which could be effective today without ignoring its rich history. We started by looking outside cricket and balanced this with visits to the ground, fascinating chats with renowned cricket historian Peter Wynne-Thomas, a lot of research into Trent Bridge and cricket’s long history and research with those attending match days at the ground. A new logo was crafted, its shape reflecting both the cross section of a cricket bat and the lines of the iconic Trent Bridge itself. The Gill Sans type – classic and timeless – applied to the name with the addition of Est. 1838 to complete the marque. Gill Sans was used on the London & North Eastern Railway in 1929 and more recently by the BBC, Bloc Party and John Lewis. The logo takes centre stage but is a tiny element of the complete identity created. Colour palette, tone of voice, photography and illustration style, materials and finishes all combine. The result – a brand which perfectly balances its quirky British, historic charm and its modern new outlook.