STH News - MLB Relocation Rebranding

MLB Cities Change, So Do Logos: The Art of Relocation Rebranding

Baseball teams carry their names like old luggage. Some of those names make perfect sense in one city and none at all in another. When the franchise boards a plane and lands somewhere new, the front office has to answer a surprisingly hard question: Who are we now? The answer appears on caps, jerseys, and stadium facades, and it often …