The St Louis Cardinals’ Pacific Coast League Triple-A affiliate unveiled a new set of logos and uniforms at a media event earlier today.
Designed by Kentucky’s Studio Simon, headed by Dan Simon. Among their extensive portfolio is the Milwaukee Admirals of the American Hockey League, which was the 2015 Creamer Award winner for best new primary logo of the year. It’s the first new Minor League Baseball identity unveiled this off-season not to be done by Brandiose.
The new look of the Memphis Redbirds is meant to help reconnect the team to their local downtown surroundings. The primary logo plays off the look of the neon-signs which line Beale Street in Downtown Memphis, just two blocks from the team’s home ballpark. The neon look carries over to the uniforms via the “MEMPHIS” wordmark across the front of the home white and road grey jerseys and on the player numbers on the back.
Memphis was previously owned by their parent St Louis Cardinals up until 2016 when they were purchased by Peter Freund who is also a part-owner of the New York Yankees. One of Freund’s objectives was to get rid of the fairly lazy logo the team had used through the end of last season.
“[The old logo] to me was more-or-less the Cardinals’ brand with the word ‘Memphis.'”, Freund said. “But we’re a local business. Those neon lights of Beale Street speak to the soul of the city — its music and the history of the blues and rock-and-roll.”
There’s also a reference back to Memphis’ baseball past with the new road cap and the home/road jersey wordmark, a musical note in the shape of the letter “M” is based off of the cap of the old Memphis Blues in the early 1970s.
Also unveiled was an alternate jersey which continues to pluck those retro strings, a powder blue pullover very reminiscent of Cardinals teams in the 1980s including those worn on the road during their ’82 World Championship season.