La Crosse Loggers launch latest logos, Louie

Written By:  •  Thursday, January 17, 2019

The La Crosse Loggers, a Wisconsin-based collegiate summer team in the Northwoods League, unveiled their first rebrand since the team debuted in 2003. The new suite of logos, designed by Tony Horning, includes a primary logo featuring plaid-clad mascot Louie the Logger wielding a log bat set against saw blade buzzing through a log. Alternate logos play off variations on that theme.

Per the team, the brand refresh is intended to reinforce the connection to the historical importance of the logging industry in the area, including at the site where the Loggers’ stadium sits today.

“This will be our 17th year of operation, and we felt like the timing was right,” said Loggers general manager Ben Kapanke. “It’s a way to build our brand and further establish our identity and it’s a refresh that we think the fans can get behind.”

The new look is a substantial upgrade from their previous identity. Their original logo, pictured at right, was a bit clip-arty to register at all in the high-stakes game of minor league branding.

The update was not lost on the Single-A Clinton LumberKings, whose own green-plaid lumberjack mascot, Louie the LumberKing, predates La Crosse’s by at least a decade. The LumberKings responded with a simple wave on social media.

The Loggers will debut the new look when the Northwoods League’s 2019 season begins in late May.

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Paul Caputo

Paul Caputo is a grown man who collects plastic ice cream helmet sundaes from minor league baseball stadiums because he likes logos that much. He is the author of the first book published by, The Story Behind the Nickname: The Origins of 100 Classic, Contemporary, and Wacky Minor League Baseball Team Names. He can be found on Twitter at @Count2Baseball and he maintains the Countdown to Spring Training on Facebook. Paul is a Philadelphia sports fan, but he's not so bad.