This season's NatWest T20 Blast will see Worcestershire playing under their new T20 name which combines the now annual floods associated with New Road and the exciting type of cricket they hope to produce in the competition.
The county will strive for glory under the banner of Worcestershire Rapids during 2014 as they aim to book a place at finals day in August - with the help of leading spinner Saeed Ajmal - for the first time.
Worcestershire opted to drop the 'Royals' part of their branding last season as it clashed with the name intended to be used in the short form of the game by Hampshire.
Whilst the new Rapids nickname fits rather well with the more American sports style, franchise nature of modern day t20 cricket, there is a much deeper thought process behind the brand change which embraces a historic aspect of Worcestershire CCC.
The term "rapid" has two connotations that can be used in very different contexts, both of which can be aptly related to Worcestershire CCC.
The first, "a fast-flowing and turbulent part of the course of a river", is something which New Road has without doubt become synonymous with due to the frequent flooding at the ground over the years.
Though traditionally under water for a few weeks each winter, come the summer the second meaning, "characterized by great speed", becomes applicable as it represents the dynamic nature of NatWest T20 Blast cricket that sweeps across the county game.