Whilst the new brand will be used to represent the club, Durham Cricket’s County Championship shirt will retain the traditional shield that has been synonymous with the club since its Minor Counties days; some tweaks have been made to the design, to give the shield a ‘cleaner’ look, making it closer in appearance to the original.

The club have rebranded with a striking new logo and an update of the County Crest.

Durham Cricket Chief Executive, Tim Bostock – who recently appointed Director of Cricket, Marcus North and Lead High Performance Coach, James Franklin – said: “The new identity, which is designed to be emotive, inspiring and to encapsulate the club’s identity for players, staff and fans alike, combines traditional elements associated with Durham Cricket – such as the lion and the colours – with a new dynamic creative design, which resonates with our ambition to take the club forward into a new era of success, both on and off the field.

“Moving to Durham Cricket allows for better representation of the club as a whole. Since its inception as a First Class county, the club has expanded rapidly to represent more than the County Championship team, with the development of the hugely successful junior academy and the creation of our women’s teams and development pathway, as well as our Foundation, Community cricket work and Cricket Board, who were awarded the 2018 Chance to Shine County Cricket Board of the year.

“Cricket is a global sport and with the development of modern technology Durham Cricket is increasingly being viewed from across the world. The rise in the new formats of the game are encouraging a more diverse audience than ever before with more children, women and families being drawn to the game.

“It is therefore vital that we have a consistent brand with a universal appeal across all demographics to enhance our profile and maximise opportunities to grow the Durham Cricket family.”

Durham Cricket Marketing Director, David Jackson, added: “Various consultation processes were carried out with groups of members, staff and club stakeholders to ensure the new brand would allow us to take Durham Cricket forward while retaining links to the heritage of the club.

“Having reviewed the marketability of new emerging cricket brands across the world, alongside successful football, NFL and NBA franchises, the new design has taken references from a variety of sources to provide an instantly recognisable brand that can be used consistently and effectively across all mediums.”

Supporters and members can follow the new brand and Durham Cricket’s progress this season across our digital channels, and by signing up to the Durham Cricket newsletter.