Branding Rebirth in Rockford

Okay, so we admittedly missed this huge rebranding announcement by the indy pro Rockford RiverHawks (Frontier League) back on March 19 (see press release below), but we’re okay with bringing it up three months later just to make sure you are all aware of it too.  This is/was welcome news, as the old logo was a complete rip-off of the Rookie-level Idaho Falls Chuckars (Pioneer League) logo designed by Dan Simon. 

PRESS RELEASE – The Rockford RiverHawks will have a new, updated look when they take the field this summer, as the club unveiled new logos and a completely overhauled website today.

“We wanted to rebrand the RiverHawks, show a ‘rebirth,’ if you will,” said team president Bryan Wickline. “I keep reiterating that it’s a new era for professional baseball here in the Rock River Valley and our new branding starts with the logo. Our club has received great initial feedback on the new look, and we hope our fans like the changes,” Wickline added.

The new logos feature the addition of orange to the familiar navy and columbia blues. “We felt it needed to be brighter and, most importantly, represent power and strength,” said Wickline. “Tony Neary and his entire crew at Traction were wonderful to work with and made the potentially painful task of creating a new logo from scratch a truly enjoyable experience. Tony has worked with many other professional sports teams, as well as national companies, and their work is amazing. They are an exceptional company,” Wickline added.

Wickline touched on how the new logo is only a small piece of the face lift as he discussed the new elements that will be occurring at the ballpark this summer. “The atmosphere at a RiverHawks’ game will be fresh and fun.  This is more than baseball. It’s about the experience, from the promotions to the concessions, to the website and logo, RiverHawks baseball is new. It’s a proven statistic that 9 out of 10 people don’t remember the final score as they are exiting the ballpark.  However, they don’t forget the experience. We will continuously be giving away prizes throughout the game courtesy of our sponsors and, new this year, every time a RiverHawks’ player hits a home run, a lucky fan will win $50. If it’s a grand slam, we will give away $500,” added Wickline. “The awnings in the concourse will also be a huge improvement for our fans and will add to the comfort of their experience.”

To go along with the new logos, the RiverHawks also launch a new website to add to the new look. “We are very excited about the completely new and overhauled website. Infinity Pro Sports hosts half of the team websites in the Frontier League. The owner of Infinity Pro Sports, Uri Geva, is a good friend of mine,” Wickline stated. “Uri and his staff are first-class web developers and are the leaders in online content and solutions for sports teams.  The RiverHawks couldn’t have asked for better people to work with and bounce ideas around on a daily basis,” said Wickline.

In addition, Rocko, the team’s mascot, will have a complete makeover.  Rocko will debut his new look at the RiverHawks’ opening night game on Friday, May 25.

The RiverHawks are members of the Frontier League, the premier independent professional baseball league that will play its 20th season in 2012. Advertising and season ticket information is available by calling (815) 885-2255. Fans can also visit us online at, like us on Facebook at and follow us on Twitter @RockRiverHawks.

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