What was once old is new again.
Published 8:19 PM EST Nov 18, 2019That was the Milwaukee Brewers' message as they announced a branding overhaul Monday night at Miller Park. The team confirmed that it is returning to the clever, iconic ball-in-glove logo that came to identify the team until 1994, when it moved on after a 25-year run.
“Our fans were speaking very clearly and very loudly that they loved this logo,” Schlesinger said. “While we started the design process with a completely open book, open mind, and we brought in somebody from the outside to help lead the process who had no history with the Brewers, no history with the ball-in-glove, and frankly had some other ideas, it became clear the primary logo should be a version of the ball-in-glove that was true to the history but also had some modern elements to it.
“We also think there are opportunities, this time being one of them, where you can make some adjustments to our brand and still respect the past and the heritage of the past, but also bring in some changes I think our fans will embrace.”While the return to the ball-in-glove logo, modernized as it might be, is certain to get most of the attention, the Brewers are equally excited about the rebranding of their uniforms, with two home versions and two road versions.
The primary road uniform will be gray with gold and blue piping, and a slightly curved “MILWAUKEE” across the jersey. The hat will be different, however, featuring a gold front panel surrounding the logo. The alternate road uniform will feature a navy-blue jersey with a cursive “Milwaukee” at an angle across the front, and the same gray pants.Schlesinger said players have seen and worn the new uniforms.
Richardson, who had not previously visited Milwaukee, made several trips from Mississippi with his staff, attending games at Miller Park, talking to fans, seeing what team apparel was being worn most, and generally getting a lay of the land. It soon became evident how deeply rooted the ball-in-glove logo was in team history, and how devoted fans still were to that symbol.
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