Minor League Baseball Team: Alabama Ham

Abstract

As America's Pastime, baseball brands maintain a prominent and powerful image in popular culture. Minor league baseball brands capture a playful, child-like charisma that adds layers of humor and novelty to existing iconic imagery. To understand the voice and history of baseball brands and to gain insight into their identities, extensive research and case studies were conducted. This provided information on brand identity, the history of baseball, and the means of success in baseball brands' business models, imagery, and voice. The research results helped produce an identity system, website design, apparel and merchandise, collateral brand elements, promotional events and brand voice for a new minor league baseball team concept.