Global Sports agency CSM invited us to work with them on the creation of a brand for a T20 cricket tournament taking place in the UAE. Kicking off with sessions at the ICC Academy in Dubai we created the positioning, name, master brand and franchise identities for cricket’s newest and most international T20 series. The concepts driving the logo design are flow and movement with a modern/authentic link back to Arabic calligraphy styles. It is is completely hand-drawn, echoing our desire to create an innovative and unique mark that stands apart from the competition. Behind the logo is a rich brand world underpinned with a graphic we call the Fuse as well as a wide colour palette. Using the Fuse we have created a dynamic series of images that bring energy and colour to all UAE T20x communications and is the foundation for all brand assets across broadcast, web and print channels.

Our strapline "Welcome to extraordinary" encapsulates the essence of the UAE T20x in three words. It is a powerful asset that communicates why we are different and helps build excitement around everything to do with our tournament.

The Fuse is the foundation of our look and feel. It is a vibrant brand element that crops in different ways to bring colour, energy and differentiation to the UAE T20x brand. Our photography lives in a dramatic space where high contrast images of cricketers work with the Fuse. The cricketers themselves are bathed in light from the Fuse with our strong colours being reflected into their pads, bats and clothing.

“Designroom Sport along with CSM took us through a product and brand building journey that challenged conventional thinking and pushed us towards the exotic and extraordinary!”

Salman Sarwar Butt

CEO & Co-Founder

OPI Sports