Brand equity. Brand awareness. Brand image. These are all economic terms that overlap, exist in a nebulous world and don’t directly impact the bean counters.
As the media world has grown over the last half century, so has the understanding of concepts like advertising, marketing and, of course, branding. So things like tag lines — “I’m loving it” or “We pick you up” — and brand logos are born. A company’s logo is still the most recognizable, most direct way to separate itself from its competitors.
Major League Baseball is no different. Since Athlon Sports has been producing the best-looking magazine on newsstands for the better part of five decades, we feel qualified to offer our opinions on all 30 MLB team logos.
To do so, we let our graphic design guru and magazine designer Daly Cantrell do the honors and here is what she thinks of the current roster of MLB logos:
The Tigers logo stands on its own, which makes it easy to see on a page, uniform, etc. It doesn’t need any words or extra colors to communicate what it represents. It's simple, yet creative and has an old-school feel, which is great to see.
This is definitely a favorite. I am a huge fan of the script type and love the lines that show movement in the ball. I also, like that the lines do not interfere with the text. It’s a feminine approach on a masculine logo that works well without emasculating it
Classic, yet unique. The repetition in the curvature of both the Cubs C and the circle surrounding it make for a visually pleasing logo. This is an example of an effective circle logo.
I am a sucker for simplicity explored in a creative, unique way. The Angels logo is just that. The A stands alone and represents the Angels without any extra words. It’s both classic and compelling.
I enjoy the use of a script typeface in this Orioles logo. The lowlights of the black are done correctly making the orange pop. However, the cartoon bird logo that they wear on their hats needs to go. Now.
This is a great example of a circle logo that includes a good amount of text. Circle logos seem to be an easy fix, but doing them correctly is the challenge. The text is readable, the blue jay is well seen and the white background allows the colors to pop. It's a memorable look.
It's timeless and it works. The only thing I might change is make the stroke a little less on the words, that way the blue doesn’t overpower the red.
I am a fan of the balance in the Cardinals logo. Originally, I thought having two birds was a little much, but it makes the logo stand out more and keeps a great balance.
Another well-designed logo that stands on its own. What makes it different is the placement of the letters. By angling them it creates a unique feel to a simple logo.
I really like the shape of the Reds logo. This shape makes it stand out and not seem like a regular circle logo.
This logo is pretty interesting because of the use of the team's colors, but bravo - I think they were used correctly, which makes the logo stand out. Personally, I would take the words Miami out.
I am a huge fan of the shape of this logo. Inside the base-like shape, it gets a little cluttered when made smaller. I would probably make the bell a light grey so the letters stood out more.
I’m personally not a huge fan of this logo but it's a classic. You can’t just change a classic and I'm giving points for the amazing "N-Y" emblem as well.
This is a very visually compelling logo, but if my young eyes can’t read it then that’s a problem.
This logo isn’t bad, it just needs to be simplified (of course). The lettering can stay the same, but the pirate is too detailed.
This isn’t horrible — but it would be much better if it wasn’t in a circle logo. Simplifying this logo to only the A would make the A, which is the brand, stick out more than the circle logo as a whole.
Just like the A's, this logo should be simplified. I would keep the circle, but take out the baseball and just make it a white circle. This way the T would be more distinguishable and your eyes would not get lost in the threads of the baseball.
Could be better. The KC part of the logo could stand by itself and so could the Royals part of the logo. To me, these seem like two logos combined, which complicate things. Pick one, or the other please.
This is another case of a logo that could easily be simplified. The text of the logo says “Minnesota Baseball Club” — that is 21 letters too long. Stick with just “Twins” in the center and make it stand out.
Does anyone else look at the Nationals W and see the Walgreens W? Be more creative than this, because all I think of when I see this is a pharmacy. Other than that the logo is very well done.
Simplify, Simplify, Simplify. This logo is too dark — there is too much blue. This is a prime example where taking the SD out of the circle would make it a much better marketing tool.
I’m not really a fan of this logo at all. I like the idea of the single “A”, but cluttering with the diamonds on the side makes it look cheesy.
This is a well done logo, when it’s printed largely, but looking at it smaller it makes it very hard to read. There are 3 different colors on the text and I think that is what makes it harder to read.
What is going on with how busy this logo is? Is it necessary to have a cityscape, a bridge, and the baseball stitching all crammed into one little logo? When enlarged the logo doesn’t look as cluttered, but when the logo is smaller its hard to make out what all the different pieces of the logo are.
I really like the treatment and detail of the text in this logo, but I feel like there is too much going on. I would either keep the red socks and have that stand alone as a logo, or play with the text and have that stand alone.
At first, I thought this logo is a little boring, but once seeing it enlarged the detail on the text is more noticeable. I wish there wasn’t a baseball behind it, or if they wanted to keep the baseball then just using the G would also suffice.
This is a controversial logo that looks cheesy. The Indians should just take the feather and use that with their C or their uniform logo. It would make more people happy, and look better at the same time.
Nothing stands out about this logo at all.
I feel like this was done with clip art. Also, using a serif font and having two colors on the text makes it harder to read.
There are a bunch of things about this logo that I am not a fan of, but the biggest is the diamond in the background. It takes away from the text too much and makes it harder to read. I would take it off completely.