Memphis

Redbirds

TEAM BRAND IDENTITY DEVELOPMENT

For their first 19 years as the St. Louis Cardinals’ Triple-A affiliate, the Memphis Redbirds looked great. Their on-field attire was virtually the same as those of their parent club, whose classic uniforms are considered by many to be the best in baseball. However, this made the Redbirds look like the St. Louis Cardinals playing in Memphis, and team ownership wanted to update their brand identity to better reflect the special flavor of the unique city the ball club calls home.

Previous primary logo

New primary logo

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Sitting high above the Mississippi River, “Bluff City” is regarded as the home of the blues, the birthplace of rock ’n’ roll, and is known for its mouthwatering barbecue. But while other locales can tout their own connections to the river, this music and food, only in Memphis will you find Beale Street, the iconic stretch of clubs, bars, restaurants and shops in the heart of downtown. It was this world-famous destination that would serve as the inspiration for the new, “Authentically Memphis” brand identity.

A comprehensive set of assets, featuring elements that take their cues from the rows of neon signs hanging outside the establishments that line Beale Street, combined with new bird artwork, was developed to provide the club with the tools it needed to market itself as Memphis’s team, while still proudly celebrating their longtime relationship with the major league Cardinals.

SportsLogos.net Creamer Award

Best New Primary Logo of the Year

SportsLogos.net Creamer Award

Best New Alternate Logo of the Year

In their first season with the new identity, the Redbirds attendance went up 8%, one of the highest increases in Minor League Baseball. Coincidentally—or not—they also set a franchise record for victories and won the Pacific Coast League championship, a feat they repeated the next season, when they also added the Triple-A National Championship trophy to their display case.

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It’s equal parts team, city, and sport, all while maintaining a close tie to the Cardinals throughout. If you can make all those elements work together and make it look good, then you got yourself a winner, and that’s what the Redbirds have here.

– Chris Creamer, Sportslogos.net