Logo Motive

It's more than artwork -- it's a team's identity

By Sapna Pathak / Special to MLB.com

Orem Owlz - Primary Logo

What's in a logo? Minor League clubs know it's more than just a symbol on a hat or a picture on a T-shirt. A team's primary logo, cap logo, team jerseys, and home lettering are a few of the components that comprise the whole system that is a team identity. Dan Simon, of StudioSimon, has created over 30 Minor League team identities and is well aware that the logo preceeds the team.

"The logo is of paramount importance...a team's visual identity creates expectations of that team," says Simon.

The first thing a fan sees -- before ever going to a game -- is that team's logo. Whatever that logo may be --conservative, traditional, fun, colorful, etc. -- whomever sees it will expect to have the same type of experience with the team.

When creating a team's identity, Simon says he wants to know where the team sees itself in the past, present, and what the team envisions in the future.

"If a Minor League club says they want to be seen as the 'New York Yankees of the Minors,' terms like 'conservative' and 'traditional' will come to mind when creating a logo. A team that is known for its wacky promotions and wild antics will have a logo that shows that."

"In the Minors, the family entertainment aspect is so huge that teams want something fun. I have to make something that is still appropriate for a professional baseball team...that's a big challenge sometimes," says Simon.

Unlike Major League teams, who are in the national spotlight day in and day out, Minor League clubs depend on their logos to give fans an impression of what they stand for and build a reputation in their community. Minor League merchandising and marketing is limited geographically, restricting the shelf life of team logo systems.

"Teams that move cities or change affiliates pop up here and there, sometimes needing entirely new identities. But a non-moving team will usually change logo systems about every 10 years," says Simon.

Minor League rules do not allow a team to change its primary logo, home logo, or home jersey for at least three years. Teams tend to go through what Simon refers to as "brand extensions or brand updates," as opposed to a new logo system.

In 1997, the Rochester Red Wings wanted to change things up and settled on something unlike anything it had before. "Teams were just getting into some fun stuff...we wanted a logo that would appeal to a young audience and still dignified for adult fans," said Naomi Silver, chairman/COO of the Red Wings.

Aside from representing what the team itself stands for, clubs take their communities into great consideration when choosing logo systems. The Visalia Oaks, class A affiliate of the Tampa Bay Devil Rays, are named for the Oak trees in the community. "Loyal fans are Oaks fans, they're used to it. Oak trees in the area are a part of the town and part of the team," said the "Voice of the Oaks."

Lancaster JetHawks GM, Brad Seymour concurs, saying teams always have to know what is important to the residents and choose logos accordingly. "We're in a aeronautical area so to be the JetHawks, we know people highly value our name here and are very proud of it."

Though most Minor League teams will opt for a team identity that ties the community to the team, others decide to branch off as a part of their parent clubs.

This of course begs the question: are Minor League teams better off using their parent team's logo or branching off and getting their own identity?

Portland Sea Dogs VP, John Kameisha claims "In 2003, when we moved from the Marlins system to a Red Sox affiliate, we still wanted our own identity but we changed our team colors to match Boston's."

"We definitely wanted a connection with them but with the success of our mascot, we wanted to keep that for our own identity."

A Rochester Red Wings club official also says, "Teams should absolutely have their own identity because it's what set them apart as a separate entity."

Having a logo that is unique to the team is also critical for marketing and merchandising to the community.

Geography is also key in this debate. The Pawtucket Red Sox can call themselves that as they are in Red Sox Nation however, the Sarasota Red Sox lost that edge (when they were a Red Sox affiliate) by being in Florida.

"When we were Marlins affiliates, we had to have our own logo because there were no Florida fans up here," commented Kameisha. "If we were to wake up and decide to change to the Portland Red Sox, fans would no doubt be upset but they would understand because we're still in Red Sox nation."

On the flipside, teams that have a strong affiliate can go the opposite route and take advantage of those opportunities. Teams like the Richmond Braves, the Binghamton Mets, and the Potomac Nationals use their affiliations to set the standard for their identity.

"It's nice to be recognized immediately without having to explain who you are...that has a great value with Minor League clubs who don't have the exposure like the Majors," says Silver.

Looking at Minor League clubs today, there are cool logos like the Visalia Oaks, Modesto Nuts and Rochester Red Wings.

There are newer logos like the New Hampshire FisherCats, Orem Owls, and Corpus Christi Hooks. Older logos like the Buffalo Bisons and Indianapolis Indians have endured.

So go ahead, pick your favorite. But remember, when it comes to logos, there will always be more than meets the eye.

Sapna Pathak is a contributor to MLB.com. This story was not subject to the approval of the National Association of Professional Baseball Leagues or its clubs.

This article was taken from www.minorleaguebaseball.com.  All rights reserved.