Question

Try your hand at a new product image, mark, or logo for the merchandise of your favorite sport organization. What are the key elements of this image that you think will make it attractive to consumers? How will you protect your product’s value? Be sure to consider how the new marks capture the core of your product.

Answer 1

To understand the future of the organization, we must understand the history. The Atlanta Brave’s logo has changed over time. The current logo has been used since 1990 (1000logo, 2016). Its current logo is supposed to reference the team’s past, without containing offensive imagery like Native American stereotypes (1000logo, 2016). The Braves are defined as a North American warrior. The current logo represents the scarlet word “Braves” with the navy outline. Looking back on the Atlanta Braves logo, from 1966 to 1989 the team kept experimenting with the Native American face emblem (1000logo, 2016). In 1968, the word Braves was added to the logo. In 1987, the Braves dropped the “screaming” Native America face on the logo. National teams, colleges and universities with Native American teams are tricky and have been under some media scrutiny the last few years.

Washington Redskins

Atlanta Braves

Cleveland Indians

Golden State Warriors

Kansas City Chiefs

Chicago Blackhawks

Florida State Seminoles

However, I do not see a trend on changing the names anytime soon. The Atlanta Braves reignited the controversy surrounding Native American themed sports logo when they placed their old “screaming savage” logo on merchandise (Hoops Design, 2018). Inventing a new logo that brings out the history and nostalgic fans but do not reignite the controversy will be difficult. I changed the font to Apple Chancery and instead of using the word Atlanta or Braves, I used the initials ATL. The key elements of the image are the use of the initials ATL, it resonates with millennials and the younger generation. We also have not seen MLB use initials on the jerseys yet. To attract the older generations, I still used the tomahawk in the background. I would use the image on jerseys, mugs, merchandise and on social media. Merchandise that fans wear are badges of personal identity which has seen a huge growth over the last three decades. To protect is value is to imbedded history with new age “language.” The logo will be the first in the market to use the city initials and it may catch on