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Birmingham’s Edgbaston Stadium has unveiled a new brand identity ahead of an exciting period that will see the legendary venue host many of cricket’s biggest fixtures, including the ICC Cricket World Cup, the Investec Ashes Series and the ICC Champions Trophy.

The new logo, which has been designed in partnership with Birmingham-based agency VIVA, has been themed on Edgbaston’s iconic e-shaped floodlights, with the new website for the venue ( also unveiled by Class Creative.

Gareth Roberts, Commercial Director at Warwickshire County Cricket Club, said:

The recent £32m redevelopment of our Pavilion End at Edgbaston was designed to ensure that the stadium would regularly host the world’s biggest cricket matches. With these fixtures awarded and fast approaching, it’s essential that we have a brand that our visitors can recognise, but also have supporting messages around the stadium which highlight what a special venue Edgbaston is.

We have ambitions to be the world’s leading cricket business and as part of our brand redevelopment we have unveiled our new performance pyramid, of passion, preparation and performance, which will help staff deliver a special experience to our visitors in attendance.

The new Edgbaston brand is clearly visible from the front of the stadium with a giant (10ft) illuminated ‘e’ installed by the venue’s official partner Dragon Signs. Inside the main reception, a timeline of Edgbaston and Warwickshire CCC history has been mounted on either side, with more moments in history displayed around the stadium.

Last summer’s hosting of the third Investec Ashes Test Match saw Edgbaston nominated for ‘Best Entertainment Experience’ at the upcoming BT Sport Industry Awards. Overall, the venue hosts 35 days of major match cricket over the next four years with Marketing Birmingham expecting this year’s fixtures to generate a £17.7m impact on the local economy.

Councillor John Clancy, Leader of Birmingham City Council, said:

Edgbaston is a key part of the sporting and cultural offer in Birmingham, helping to put our city firmly on the global sporting map. And thanks to major events like the ICC Champions Trophy and ICC Cricket World Cup, Edgbaston also continues to plays a big part in our visitor economy.

In 2016 Edgbaston will host the England cricket team in a Royal London One-Day International against Sri Lanka on 29 June and an Investec Test Match against Pakistan from 3 August. It will also host the marquee day in domestic cricket, with NatWest T20 Blast Finals Day on 20 August.

Edgbaston Brand lighting. Picture by Sam Bagnall

Edgbaston Brand lighting: The illuminated ‘e’ outside the ground. Picture by Sam Bagnall.

Main pic: Neil Snowball, Warwickshire County Cricket Club Chief Executive, Dougie Brown, Warwickshire County Cricket Club Director of Cricket, Henrik Court, Birmingham Chamber of Commerce Events & Marketing Director, Chris Woakes, Warwickshire CCC and England all-rounder (credit: Sam Bagnall)




ICON boosted by acquisition of SPS Event Tech

Comments Off on ICON boosted by acquisition of SPS Event Tech

ICON announces the acquisition of SPS Event Tech Ltd (“SPS”) to further strengthen and complement its ability to bring brands to life. A world leading provider of branded environments and live events, ICON is part of CSM and the wider Chime group of companies.

SPS provides considerable capability in delivering branded solutions for retail environments, events and exhibitions, from creative development and visualisation through to 3D construction. Having worked closely together for several years, the acquisition provides significant opportunities for sales growth and strengthens ICON’s overall proposition.

Alastair Bewick, ICON’s CEO, said:

We’re delighted to welcome SPS into the wider ICON business. We have worked with SPS for several years and their capability in 3D design, production and delivery enhances ICON’s core offering of bringing brands to life, across all of our markets. Above all, we share the same ethos in our approach to delivering outstanding branded experiences for our clients.

Paul Tanswell, Director of SPS Event Tech continued:

We’re excited to be joining ICON. The structure and support they provide will give us a great springboard to grow the business, both nationally and internationally. We look forward to integrating our technical and visual services into the ICON offering, enabling the expanded business to support clients with an even wider range of end-to end solutions.


About ICON

ICON specialises in delivering branded environments and live experiences. Their work has been seen by half of the world’s population.

Originally founded in 1947, ICON operates from its headquarters in south-east London with a permanent staff base of 130, supplemented by international offices and partners covering Europe, Middle East, Asia, South America and Australasia. The company delivers branding and live events for their clients in sport, corporate, commercial and retail environments. Over the last 5 years, they have expanded their services to provide a bigger experience for clients across the world.

ICON delivered the iconic look and feel of London 2012, UEFA EURO 2012 and the FIFA World Cup 2014, turning spaces into world-class environments. The company realise maximum impact graphics for an impressive range of high-street brands and commercial clients. They activate extraordinary experiences in equally unique spaces; facilitating global awareness and launch events that encourage viral marketing. They dress communities with an exciting flair on special occasions; injecting atmosphere into any space using a variety of branding devices and temporary structures.

ICON, along with Fast Track, iLUKA, JMI and Essentially, is part of the CSM group, a Chime division. Chime is made up of four divisions, 50 agencies and over 1,800 people, with offices in the UK, Germany, Spain, Czech Republic, USA, Dubai, Abu Dhabi, Bahrain, Qatar, South Africa, Singapore, Hong Kong, Australia and New Zealand.



About SPS Event Tech

SPS offers fully integrated and seamless end-to-end solutions for retail environments, events and exhibitions, which are project managed from start to finish. At the Concept and Design phase, their Creative Design & Technical team can not only create a space that works, but advise on the right materials to use as well. As the project progresses, SPS provides in-house construction, logistics and installation, as well as storage post event. Above all, they understand that to sell, you must first be seen.