MUMBAI: Shah Rukh Khan and Juhi Chawla co-owned IPL franchise Kolkata Knight Riders has got a new brand identity starting season 5 of the IPL.

Created by global branding agency Lambie Nairn, the new design stags with the traditional team colours of purple and gold but incorporates a striking new logo unit.

The new logo is the centerpiece of the franchise‘s marketing campaign for the upcoming IPL season christened ‘New Dawn. New Knights’.

Team owner Shahrukh Khan said, "The new team we put together last year made us proud with the refreshing approach, winning attitude and professionalism they brought to KKR. Add to that our new coach and our new players this year, I am excited about the upcoming season and our new campaign New Dawn. New Knights."

KKR CEO Venky Mysore said: "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."

According to Larnbie-Nairn Creative Director Sophie Lutman, the new identity was designed keeping in mind so that it would work across every touch point, from the screen to merchandising.

The new look has been polled out across a wide range of applications including the team Hit, online, social media applications and merchandising.

Post the unveiling of the team’s new logo, replying questions about the uncertainty the IPL following Sahara’s pullout, Shah Rukh said the off-field controversies will have no impact on the league.

"All such leagues in India would be confronted with issues as they are a new concept. But these leagues are needed not only in cricket but also in other sports such as soccer, hockey, badminton... IPL is a very good property,” he said.

He was also unperturbed about the drop in the viewership during last year’s IPL which was held after ICC World Cup.

"It‘s too early to say the passion and viewership for IPL is down. All things popular will have controversies. Slowly it has settled down and will get forward. We should resist the temptation to write it off. Let‘s not jump the gun," he said.

He was also in favour of a more pro-active role in the running of the league, a long held demand of most IPL franchises.

“Last year and this year there have been a lot of unforeseen issues in the IPL and they have been slowly rising. We all franchise owners have to be active participants and it would be better to be on the board (Governing Council)," Shah Rukh said in response to a query.

"The BCCI is run by a lot of cricketing and thoughtful minds. We are given forums to discuss issues with the BCCI," he added.