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A ‘brand’ new pair of socks

15th August 2009

Being a Yankees fan it pains me to say it but the Red Sox have scored a home-run with their recent rebranding exercise. It is a great case for the argument that a logo’s primary function is to identify, and not to explain. The new visual identity and ‘Red Sox’ brand equity have become so strong within baseball, and global sport as a whole, that it doesn’t need an explanation. The words ‘Boston’ and ‘Red Sox’ have disappeared in the wash and the result is a clean, redrawn pair of fresh ‘Red Sox’ to identify the
organization.

The redrawn ‘Hanging Sox’ now become the primary logo, replacing the old Red Sox seal

The ‘Hanging Sox’ on the teams alternate cap

Jonathan Published by Jonathan 15th August 2009
Posted in:  Branding Sport
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