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The best known cricket ground in the world, Lord’s holds a special place in the hearts and minds of players and fans alike. Its owner, Marylebone Cricket Club (MCC), is determined to retain that status. To help Lord’s reach its full income-generating potential, MCC asked Circle to help build an inspiring and consistent brand and identity. At the time, Lord’s had no fixed ‘identity’ – no logo, strapline or clear positioning. Even the apostrophe in the name was inconsistently expressed. We worked with MCC to define Lord’s as ‘The Home of Cricket’, and translated that into a strong look and feel, with bold primary colours and nostalgic black and white photography, that has transformed the ground. We devised detailed brand guidelines for everything from signage to stewards’ uniforms. We also created new branded product ranges for the shop and online store, and a separate sub-brand for the ground’s increasingly important meetings and events business. Lord’s now uses the tools we have developed to build on its position as a heritage brand and to compete against other sporting and non-sporting venues in the UK and overseas.

"Circle has become part of our team here at Lord's. They continue to spend time understanding the idiosyncrasies of the organisation, reinforcing the vision for our brand through a clear and identifiable message. They are a pleasure to work with and our relationship will continue to grow." Elly Ford, Marylebone Cricket Club Marketing Manager


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