KKR set for 'New Dawn. New Knights'

Kolkata Knight Riders has unveiled its new brand identity, along with a new logo and a tagline. The new logo is created by Lambie-Nairn, a global branding agency.

Kolkata Knight Riders (KKR) has launched a new marketing plan for IPL Season 5. Along with unveiling a new logo, the team has also changed its tagline from 'All the King's Men' to 'New Dawn. New Knights'.

The new logo is created by Lambie-Nairn, a global branding agency. The digital duties for the brand are handled by 22feet, the Bengaluru-based digital agency, since February, 2011.

Team owner Shahrukh Khan says in an official communique, "The new identity of the brand is modern, vibrant and unique. We look forward to the upcoming season and our new campaign, 'New Dawn. New Knights'."

The team changed its official colours from black and gold to gold and purple in the third season. The new design maintains the team colours (purple and gold) but incorporates a striking new logo unit. The new logo retains the golden helmet, which stands as the symbol for the brand. It also has more strokes in its design.

"The KKR identity had a lot of quality but it was not designed for use across the wide range of platforms that are used today. We wanted to retain the existing heraldic imagery and purple and gold colours, as these features differentiate the team from competitors and ensure instant recognition. However, we needed to refine the logo and ensure that it would work across every touch point, from the screen to merchandising," says Sophie Lutman, creative director, Lambie-Nairn.

The new look is being rolled out across a wide range of applications including the team kit, online, social media applications and merchandise.

Speaking about the purpose of the new identity for the brand, Venky Mysore, CEO, KKR, says, "We have been fortunate that the KKR brand has become the leading brand in the IPL. We are working very hard to add value to our sponsors, grow our fan base and build a profitable business. I am confident that our new logo and our new campaign will help us achieve our objectives."

For the record, the Knight Riders are led on the field by Gautam Gambhir, one of the most expensive players in all the seasons of the league. The other members of the team include Jacques Kallis, Brett Lee, Brendon McCullum, Yusuf Pathan and Manoj Tiwary. The coaching staff is headed by Trevor Bayliss. The new players in the team for IPL Season 5 are Sunil Narine, Brandon McCullum and Merchant de Lange.