It is the first re-branding of the MCG since the erection of the light towers that feature strongly on the old logo. Since then, more than half of the ground has been rebuilt as part of the A$435 million redevelopment.
'The People’s Ground' will remain the slogan associated with the ground, but the new logo brings a change in colour and look, and is said to follow three years of research on the attitudes of Melbourne people towards the MCG.
The centrepiece of the logo is the arena surface and its oval shape, while the colour scheme represents different shades as the sun moves across during the day.
Chief executive officer of the Melbourne Cricket Club, Stephen Gough, said: “There is no doubt that Melbourne people have a love affair with the MCG. This is undiminished by the redevelopment and indeed there is great anticipation about seeing the ground packed again for the big events like Boxing Day, the Commonwealth Games and the AFL Grand Final.
“At the same time, corporate Melbourne sees new opportunities at the ground. They can use the ground’s expanded function facilities on non-match days for everything from product launches to annual general meetings and dinners. They also see value in associating their brand with everything the MCG stands for.”
The new logo will feature on all MCG signage, products and communications and was designed by brand identity company R-Co, based on research by the Crowe Lovett group.
