The International Cricket Council (ICC) has unveiled the logo and message for the 2015 Cricket World Cup to be co-hosted by Australia and New Zealand.
The logo is part of a theme to promote the event with the message: "the world’s toughest players in the world’s toughest backyard".
The new logo has been unveiled just two weeks after India triumphed in the 2011 World Cup, beating Sri Lanka in a thrilling contest on home soil.
The ICC has released the logo ahead of a push to secure sponsors and sell tickets. The campaign for the event will also be harnessed by the ICC as a strategy to give greater exposure to the ICC itself, as it seeks to emulate more famous sporting bodies like football's world governing body FIFA.
The look was developed by FutureBrand Australia, which was appointed by the ICC after a competitive international pitch process late last year.
Creative Director of FutureBrand Australia, Ken Shadbolt said: “It has been a fascinating challenge to consider what our two countries share, and how to best express those similarities into a brandmark.
"More than just a symbol of cricket, we wanted to create an expression of the Australian and New Zealander culture that highlights to the millions of international cricket fans the unique flavour that will characterise the ICC Cricket World Cup 2015.”
FutureBrand said the new logo has been designed to “reflect the richness and authenticity of the local cultures", with the use of cultural motifs including the Maori Tohora, which symbolises toughness, pride and tribal culture, and Aboriginal journey tracks symbolising the spirit of the land.
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