Icon dresses Oval

Sport Business News

Following the announcement of its new sponsorship by Kia, world famous London–based Test Cricket Ground, The Oval, once again turned to Icon to undertake the rebranding of the entire venue.

The ground, which is managed by Surrey County Cricket Club (Surrey CCC), has in excess of 400 internal and external signs, all of which needed to be surveyed, redesigned and then installed before the start of the 2011 cricket season in April. Ian Furneaux, project manager at Icon, explained more about the project: Signage at a venue such as this has to maximise both the exposure of the sponsors brand and that of the ground itself, whilst also ensuring that visitors to both county and Test matches can move around the facilities safely and with ease. The programme started with the removal of the old signage and a full survey of the entire site. From this Icons team was able to make recommendations regarding the design, style and location of the new signage. By working closely with Surrey CCC, Icon has been able to devise a more consistent style, which involves fewer signs but which conveys all the necessary information. Icons real understanding of our needs as a major sporting venue combined with the commercial requisites of our new sponsor has resulted in an excellent visual rebranding of the ground. They were even able to install some intermediate branding for when the Kia team made their first visit to the site after the deal was finalised, commented Ellie Haig, marketing and communications manager at the The Kia Oval. This is not Icons only venture into the field of cricket, as the company also supplies the perimeter signage and match branding for all the Test match grounds across the country. This includes iconic venues such as Lords and Edgbaston, where Icons combination of event and permanent branding experience has also led to them delivering the permanent venue branding schemes.

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