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Interbrand creates new brand identity for ILT20 franchise Dubai Capitals

The brand consultancy designed the team crest, acknowledging the steely resolve of Dubai

GMR Sports joined hands with brand consultancy – Interbrand, to launch their official branding and jerseys for Dubai Capitals at the inaugural edition of the International League T20 (ILT20).

The ILT20 is being held across Dubai, Abu Dhabi and Sharjah from January 13 to February 12, 2023. The franchise unveiled their new jersey and team crest on their social media platforms a few weeks back.

Interbrand designed the team crest, acknowledging the steely resolve of the city.

The Dubai Capitals’ jersey sports shades of red and dark blue, the map of the United Arab Emirates with the Dubai skyline, dominated by the Tri-Falcon emblem. The centre falcon – ‘Dominate’, represents superiority and dominance, while the left falcon – ‘Seek’, symbolises focus and ambition, and the right falcon – ‘Soar’, showcases the ability to fly high.

Finally, the two peaks on top of the shield represent the team's spirit- ‘To Resolve and Conquer’.

Interbrand highlighted the team’s hunger to seek excellence with the distinct colours. Red, signifying the spirited determination towards the game and Blue, denoting the calmness and stability on field.

Ajith Gopinathan Nair – Interim CEO, GMR Sports, said, "Red and dark blue has always been sported by the Capitals and therefore it wasn't going to be any different for the Dubai Capitals. This is a very exciting time for us as the tournament is just a few days away and we wanted to set the ball rolling by unveiling our jersey for the season. Interbrand has done a fantastic job and we are thrilled to see the sleek design of the jersey and we hope that the players are reminded of the team's principles and the vision through the jerseys they will wear on the field."

Ashish Mishra, CEO, India and South Asia at Interbrand, said, “Sports brands by large corporates need to evolve beyond the promoter passion as they can be an invigorating corporate surrogate. This is especially true for sectors where the brand has relatively lower natural public visibility. We had to maintain the strategic sanctity and architect a Capitals franchise brand and attempt a creative solution to drive equity flow back into the parent. The twin peaks of Resolve and Conquer were designed to embellish the crest. Besides encapsulating the spirit of Capitals, these peaks are a strong representation of GMR group’s uniqueness to take tough projects and bring them to conclusion irrespective of their challenge and size. Working on giving a fresh look to the jerseys for Dubai Capitals was enthralling as it aims to convey more than just a design revamp. Overall, I am very satisfied with what we came up with. I am positive that the team would stand out in the field with this new perspective."

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