Atlanta Braves
CHALLENGE
The Atlanta Braves organization and brand has recently faced criticism as being culturally insensitive toward Native Americans and indigenous people. In 2020, the Major League Baseball team retired its “Chop On” slogan and signage and instead opted to use “For the A,” but the iconic tomahawk logo and team name remained unchanged. But what if the logo did change?
Content
Branding Solution
Year
2020
Client
Atlanta Braves
SERVICES
Brand Design & Management
Concept Ideation
Content Strategy
Copy Editing
Copywriting
Digital Illustration
Graphic Design
Logo Design
Merchandise Design
SOLUTION
This rebranding solution reimagines the Atlanta Braves franchise without the tomahawk symbol. The team’s logotype retains the thick outline but features a blockier, all-caps typeface with subtle serifs, a popular textual treatment found in many baseball team logos.
Re-Envisioning The A
Changing the font of the team’s logotype also prompted a refreshing update to the “A” logomark, which has frequently been confused with that of the University of Alabama Crimson Tide. The inclusion of the soaring baseball imagery not only adds movement and athleticism to the letter's crossbar, but it also evokes feelings of nostalgia for America’s pastime.
