The task to create the team logo was assigned to Hallmark Cards, based in Kansas City since 1910. They assigned the job to 15 artists. The winning artist was Shannon Manning a White Sox fan at the time. A package designer at Hallmark, Manning’s now-familiar crown logo embraced the dominant corporate branding style of the late ’60s, a relatively simple visual featuring minimal typography, enclosed within a bold, graphic geometric shape. Contemporary and striking, Manning’s work holds up remarkably well today.