La Crosse Loggers launch latest logos, Louie

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.