Branding 11/11

Branding 

     

The Florida Marlins are a professional baseball team that got started through MLB's expansion process back in 1993. In the Marlins short history they have managed to win the World Series twice in 1997 and 2003 as heavy underdogs. With one of the smallest annual payrolls every season, the Marlins seem to be always be in the competition of things and have managed several winning seasons. Since their inception the team had the same logo, uniforms, color schemes, and stadium. As part of the new ownership group trying to re-invent their baseball model they felt that the teams opening of their new ballpark and an increased mind set of actually spending money on the team would jumpstart their re-branding strategy. With the exception of having a fish in the logo (a marlin) they overhauled everything. First the name was changed from the Florida Marlins to the Miami Marlins. Next the color scheme of teal, white, and grey in the logo were replaced with bright orange and yellow, sky blue, and deep charcoal and black highlights. The uniforms changed from dull basic color patterns of teal, white, and grey to bright red-orange, modern grey, and an all black design.   

I think that this re-branding will be very successful. Even though the franchise is young when compared to other franchises' in the league, the Marlins looked at this historic move to a new stadium as a chance to embrace the city and fans further. I think that having the name be the Florida Marlins was to vague and left some fans not knowing where the team actually played at. The name change to the Miami Marlins shows all of the viewers of the game exactly who is playing and develops that team's identity with the city better. The teams logo and name have an artsy feel to it and look to reflect Miami's hip scene and lush weather. The teams new symbol has mass appeal to it as fans young and old can appreciate a bright and fun logo and mindset. As more and more people flock to Florida for its great weather, and culture the efforts of Miami Marlins Owner Jeffrey Loria will have a direct impact to the economy on a local and national level. I definitely can hardly wait for the new t-shirts to appear in the stores as I am buying one or maybe even two of the teams new trendy design. 

Here is the link to the Web site Under Consideration - Brand New:

<http://www.underconsideration.com/brandnew/archives/like_marlin_out_of_water.php> 

Kyle Thompson