Hero CPL’s St. Lucia team announces new brand identity

The Hero Caribbean Premier League’s St. Lucia Zouks has launched a new visual and brand identity known as St. Lucia Stars with a logo that is inspired from the home country of the team, St. Lucia.

The new logo and the identity are meant to give the team, St. Lucia Stars, a new bold and vibrant identity. The decision comes from the franchise owners and management who decided to rebrand the name, keeping in mind the line-up of the team’s superstars.

The Chairman of the franchise, Jay Pandya, who leads this change said, “We wanted the identity to represent St. Lucia and anyone who supports the team associates with the traits of being St. Lucian. When we were making the decision to bring this change and we were looking for inspiration, we just had to look within and bring out the spirit of St. Lucia. They are stars in every might and proud to be Born Lucians.” He feels positive and looks forward to this year’s CPL.

The design of the logo stems from the home country of the team. Three core elements that form the logo are The World Heritage Pitons, the colour of the flag and the cheer – Born Lucian. The Pitons signify the height this team can achieve and the impact it can have on the people of Saint Lucia. The colours of the flag are splashed on the logo which everyone around the globe associates with St. Lucia.

St. Lucians are warm, welcoming and are deeply connected to their roots which is what makes them ideal global citizens of this world. They take pride in what they do and make sure they are the best while playing the sport in the right spirit. They also enjoy these moments to the fullest just like every proud St. Lucian does. The cheer – “Born Lucian” – captures this and the team represents these traits making them one of the most likeable teams in the Hero Caribbean Premier League.

The captain of the team, Darren Sammy, is excited about this new identity. He said, “We definitely want to live up to what the logo represents and play like stars as we look to win the CPL this season. Hopefully, this change will bring in good luck for us. To be “Born Lucian” means we take pride in what we do and we do it wholeheartedly. And we want this to resonate with our fans and make them feel proud.” (CPLT20)