BayBears Get Fresh, New Look

PRESS RELEASE – The Mobile BayBears Professional Baseball Club (Arizona Diamondbacks AA affiliate) unveiled their new brand experience at Hank Aaron Stadium Thursday. The new identity is part of a 2-year creative overhaul of the BayBears franchise. (View press conference photo here.)

“Today marks the next era in Mobile Professional Baseball,” BayBears President/COO Bill Shanahan said. “Our new look is part of our continuing effort to embody the timeless spirit of the Azalea City.”

“BayBears Classic” pays homage to the heritage of baseball in Mobile. Hank Aaron, Satchel Paige, The Bolling Brothers, Ozzie Smith, Jake Peavy, Turner Ward – This is truly Mobile’s Pastime. In addition, The BayBears will be opening Hank Aaron’s Childhood Home as a museum Opening Day, 2010 which will continue to tell Mobile’s Baseball story. As part of the overall integrated plan, logos were created for the Museum and Stadium as well.

Fans will enjoy a new Primary Mark, a modern take on the 1940s Mobile Bears logo. At the centerpiece of the identity is a growling, standalone Bear head. A standing, swinging BayBear will appear on the team jerseys. Other marks include ‘Mobile BayBears’ lettering and an “M’ cap designation – both in water like script portraying Mobile Bay.

Midnight Navy, Gulf Blue, and Heritage Ecru make up the club’s official colors.

The new throwback-style home uniforms showcase ‘BayBears’ lettering across the chest. All jerseys and pants have navy trim and numbers. The new home cap features an aggressive BayBear head symbolizing the determined growth of the Mobile Bay Area.

The BayBears makeover is the work of Plan B Branding, a San Diego-grown creative ideas company specializing in storytelling and branding ideas. Partners Casey White & Jason Klein dreamed up fresh looks for the World Series, Major League Baseball clubs, and premier Minor League Baseball teams.

“I have known Jason and Casey for nearly a decade”, said Shanahan, “and Plan B’s work with other Minor League franchises are well known and have had a major impact in those respective communities. The last two years have been quite exciting developing our new branding and I look forward to this relationship to continue to grow as well.”

The development process began in July 2008 when Klein and White met with fans, staff and community members to learn about the stories, history, and personality of the BayBears and Mobile. Plan B developed the logos and uniforms, and is providing ideas to enhance the 2010 fan experience. “Antebellum mansions, azaleas, Mardi Gras and more than 100 years of baseball. The classic look celebrates this charm and heritage of Mobile,” said Plan B’s Jason Klein. “Fans will love seeing a new Mobile-themed fan experience come to life this spring, from mint juleps to rocking chairs.”

Fans can purchase new merchandise, including the official game caps, online at

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