R-Phils Become Reading Fightin Phils, Unveil Branding and Unis

PRESS RELEASE – The Reading Fightin Phils was announced as the new name of the Reading baseball franchise on Saturday afternoon by General Manager Scott Hunsicker. Along with the name, Hunsicker revealed the team’s new logo, uniform set, and identity program.

The new name of Fightin Phils pays homage to the team’s 46-year affiliation with the Philadelphia Phillies and references the big-league club’s nickname during the Whiz Kids era of the 1950s. Affectionately, the team will be referred to as the Fightins.

“Our relationship with the Phillies is stronger than ever and the Fightin Phils is a unique way to enhance our ties with Philadelphia even more,” said Fightin Phils General Manager Scott Hunsicker. “The Fightin Phils reaffirms our bond with the Phillies in a creative, unique way.”

The Fightins’ new name is highlighted by an ostrich logo that symbolizes the feisty bird that is now indigenous to Reading because of the Crazy Hot Dog Vendor. With its fists ready for battle, the new ostrich logo represents the fighting spirit of the franchise, both on and off the field. It will be the first time in the franchise’s history that the team will feature an identifiable mascot. The logo is also the first in professional sports to feature an ostrich as its mascot.

“When we decided to look at our franchise, we felt that we needed a mark the spoke to families since being a family destination has been paramount to our success,” said Fightin Phils General Manager Scott Hunsicker. “Our former mark didn’t speak to those families and kids-something our new mark definitely does. Why an ostrich? Because if we were going to select an animal or creature, we wanted to pick something that spoke to the fun nature of a Fightin Phils baseball game. ”

In addition to the ostrich logo, Reading has rolled out unique symbols of an “F-fist” logo, a historic feathered “R” logo, and several feathered “Fightins” and “Fightin Phils” wording reminiscent of the fun, flightless bird.

The Reading Fightin Phils identity set introduces Phillies Red, Nighttime Navy, Feather Gray, and Ostrich Flesh as the team’s new official colors.

On top of its new name and logo, the team will have the most on-field wear in the minor leagues when they take the field in April. The Fightins uniform will also feature unprecedented sublimation technology from Wilson Sporting Goods and attributes that have never been done at the minor league level.

At home, the team will wear an exact replica of the 1950 Whiz Kids cream-colored uniforms with Fightin Phils emblazoned across the chest. With the help of historians, the Fightin Phils will wear a faux-flannel uniform with pinstripes that recreate those worn by Richie Ashburn, Del Ennis, and former Reading Phillies skipper Andy Seminick. The Fightin Phils will wear either the navy cap with the feathered “R” logo hat or the navy ostrich hat.

1950 Whiz Kids Phillies Jersey

2013 Reading Fightin Phils Jersey

The team will also don an alternate navy jersey at home games with white inserts up the front of the jersey. White script displaying Fightins will read across the chest of this jersey. Fightins players will wear a separate navy cap with the “F-Fist” logo when they wear the alternate jersey.

“Even though most of our fans are Phillies fans, not all of them are,” said Hunsicker. “The Fightins allows you to celebrate both the Phillies and the Reading franchise independently of the Phillies if you choose to do so.”

The three navy home caps with three uniquely different logos on the front each are specifically designed to reach out to three different fan groups. With its cartoonish appearances, the ostrich cap is targeted toward the youthful at heart. The mighty “F-Fist” hat is aimed at young adult to middle-aged fan. Harkening back to Reading’s past teams like the Indians and Red Sox, the feathered historic “R” hat is tailored for the baseball fans that have supported Baseballtown for years.

The Fightins will honor the legacy of Baseballtown by wearing a gray faux-flannel uniform on the road, a first for a professional baseball team. The gray jersey will display the Baseballtown script across the chest with a patch of Bunbino on the sleeve. Fightins players will wear a iris blue cap featuring the Bunbino logo.

On the road and at select home games, players will have the option to wear black Baseballtown jerseys with blue inserts up the front. The black uniforms mirror the same jerseys worn by Eastern League All-Stars during the 2012’s Baseballtown All-Star Classic. When at home, the team will wear an iris blue hat with a yellow “B”; while on the road, the team will wear the Bunbino iris blue cap.

The completely different Baseballtown color scheme means that the team will also wear a slew of corresponding on-field wear. With both the home and Baseballtown color schemes, the Reading Fightin Phils will have the most on-field gear of any minor league team in history.

“Our analysis showed us that Baseballtown resonated across all metrics,” said Hunsicker. “Our fans love Baseballtown and what it represents from a historic standpoint. Fans in visiting cities are fascinated by the Baseballtown identity and how it spoke to the baseball history of the entire region.”

The Fightins look was brought to life at Brandiose in San Diego, where Jason Klein and Casey White make teams famous by celebrating their brand stories. Partners Klein and White invented the first glow-in-the-dark on-field cap for the Casper Ghosts and first on-field rally cap for the Altoona Curve. They also have dreamt up some of the most popular logos in baseball including the Richmond Flying Squirrels, Lehigh Valley Iron Pigs, and the Cincinnati Reds, America’s oldest baseball club.

“Jason and Casey are the best in the world at what they do,” said Hunsicker. “Their practice of integrating themselves into the team and town they are designing for has paid dividends for us. Working with two guys of their caliber made our entire rebranding a smooth and exciting process.”

The development process for the rebranding began 18 months ago when Klein and White met with front office staff, community members, and Philadelphia Phillies representatives to discuss how the franchise could further its brand while digging deeper into its heritage. Brandiose developed the logos, uniforms, and other enhancements for the 2013 season.

“There’s no place in America like Baseballtown,” said Brandiose’s Klein. “It’s one of the great sports and entertainment destinations and we’re embracing all the elements fans have grown to love about America’s Classic Ballpark while trying a few things that have never been done before.”

Fans can purchase new Fightins merchandise, including official game caps and replica jerseys, online at www.ReadingFightins.com.


Filed under Branding & Marketing

7 responses to “R-Phils Become Reading Fightin Phils, Unveil Branding and Unis

  1. The Scranton name isn’t so bad, the porcupine is hideous! The Reading name should have never changed, and the ostrich?? The uniform colors and the Baseballtown uni is ok, but drop the “Fightins”. PLEASE!

  2. Franck

    Why not just introduce new uniforms instead of renaming the team the Fighting Phils? However, I am disappointed that their road uniforms do not mention Reading anywhere on the jerseys. Instead, we get Baseballtown, a Crazy Hot Dog Vendor logo and a plethora of hideous colors, designs, and logos. It is minor league baseball, Reading is a great place to savior the minor league experience, but (to quote a lyric from an Ice Cube song) “Respect the place where you made it from”

  3. Chris

    So in the last two days, two eastern Pennsylvania minor league teams changed their names and logos. The Scranton/Wilkes-Barres Yankees have changed their name to the RailRiders. They were only the Yankees for 5 seasons, so no big loss; they invited the fans to be involved and are honoring the railroad heritage in the area. The second most popular nickname was Porcupines, so the mascot and alternate logos feature a porcupine. The colors include the navy from the Yankees and the maroon from the old Red Barons. Don’t love the name, but I respect the process, that they are involving the fans, that they are paying respect to their history and the region. The Reading Phillies, a team that has one of the longest standing names and affiliations in the minor leagues and is perennially among the league leaders in attendance decided to change their name, without fan input and with ample evidence of fan disdain for doing so, to the Fightin’ Phils. An amusing gimmick at the park is the Crazy Hot Dog Vendor, who runs around the stadium in a costume that makes it look like he’s riding an ostrich. The new primary logo? An ostrich. Could not have been bungled worse.

  4. DanRodriguez804

    You know, it’s not as bad as I feared it would be. Better than the Scranton name. The Baseballtown aspect is silly. But if ain’t broken…

  5. Jason

    We shall see what the populace thinks of these changes. I do like some of the looks and how they are marketing to three different generations of baseball fans, the faux gray flannel shirts,and the cream color home uniforms. However, why not make the blue uniforms pullover jerseys-since you are changing everything else with the team and uniforms. Also, did the team need two Baseballtown jerseys, wouldn’t one have been enough? Do I think some people will be annoyed, yes, but only time will tell if the team reverts back to the Reading Phillies in a few years. Remember the Omaha Golden Spikes or the Mudville Nine?

  6. New Coke

    I hate this re-branding too!

  7. As a lifelong Reading PHILLIES fan, I absolutely hate it. It is a mockery of everything Reading and the the Phillies have stood for. This is an abomination. I get that minor league teams want to be “kitschy,” or “cool,” or “cutting edge,” or whatever other BS marketing term they want to use, but this (as well as the Scranton Wilkes-Barre RailRiders) has gone too far.

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