Surfs Up: Daytona Cubs Unveil New Identity, Unis

PRESS RELEASE – Bear cubs and baseball bats, palm trees and ocean surf—these otherwise disparate elements all come together in the new brand identity system developed by Studio Simon and unveiled last Friday by the Daytona Cubs, the Single-A Florida State League affiliate of the Chicago Cubs.

The comprehensive brand identity, which includes new home and road uniforms, batting practice jersey and three different caps, as well as primary and secondary logos and word marks, features a batting surfer bear who is a fresh take on the old cub character from the club’s previous logo. After 19 seasons with their original mark, the D-Cubs were ready for a look that better represented a ball club playing in the city that is home to the stretch of Florida coastline known as “The World’s Most Famous Beach.”

“As we enter our 20th season in Daytona in 2012, we felt it was time to introduce an updated look, while still keeping the classic elements—the bear’s sunglasses and backwards cap—of our original identity,” said D-Cubs General Manager Brady Ballard. “Studio Simon listened to our ideas while perfectly integrating their own knowledge into an identity that embraces our Daytona roots and environment. I think we will stand taller in our community with a look that will appeal to more fans and claim our Florida home while still connecting ourselves to our Chicago parent club.”

Studio Simon is a Louisville, Kentucky-based design and marketing company specializing in the development of comprehensive brand identity systems for professional and collegiate sports teams, leagues and businesses.

1 Comment

Filed under Branding & Marketing, Merchandising

One response to “Surfs Up: Daytona Cubs Unveil New Identity, Unis

  1. Tuffy

    Love those powder blue jerseys!

    What do the backs look like? While I like the font used for the word “Cubs”, I kind of hope that the traditional Cubs number font stays intact.

    And I sure hope there aren’t any ugly names on the backs! Keep things simple — numbers only!

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