Cricket World Cup


The 2015 Cricket World Cup, jointly hosted by Australia and New Zealand, was in need of a brand that reflected the richness and authenticity of both cultures, on and off the pitch.

The ICC event brand looked to inspire a strong connection with a broad audience and deliver on the authentic celebration of the Cricket World Cup. A key focus of this was to inject new appeal into the One Day International format and fulfill the vision of the ICC and local Organising Committee.


FutureBrand created a brand strategy that emphasizes the unique caliber of play and the fine sportsmanship of international competition, as well as the infectious enthusiasm and festivity that comes with participation in this world-class event. 

The inspiration for the ICC Cricket World Cup 2015 brandmark celebrates cultures coming together in honour of the game. To portray this spirit of togetherness, the brandmark has been created from Australian Aboriginal and New Zealand Maori art, embracing the rich cultural heritage and custodianship of the lands of the host nations, with a visual system that illustrates the excitement of cricket’s largest event.


The event was a huge success with over one million tickets sold. These record-breaking numbers reinforced the event’s positioning as one of the most popular sporting spectacles in the world. 

ICC Chief Executive David Richardson said: “These numbers provide a tangible measure of the success of the event – this Cricket World Cup has been the most followed and best attended cricket event in history.”

Capabilities involved