Boston Redsox Brand Update

— by Joseph on Friday, December 19th, 2008 in Boston, Branding
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Updating the Brand for the Boston Redsox must have been one of the coolest projects. Updating a brand isn’t all that creative by definition but this brand in particular would mean something to any designer. It’s got history, it’s got guts, there are lines drawn for this mark that have lived for longer than those working on updating it. That’s cool, to know that you’re updating a legendary brand that’s growth will continue for a long time to come and that your work will become part of it. That’s cool, but it isn’t just the history that makes this project exciting.

This brand means something, it lives and represents Boston Sports, Fenway, the Green Monster, New England even, and so much more. To me it’s a living example of how a brand becomes associated with an emotional response. People literally get in fights over what team they identify themselves with when it comes to this brand. This brand is so apart of the lives of the people who live in Boston that they will likely notice this brand update.

The new secondary “Circle Sox” brand is pretty much a cleaned up version of the older mark. I think we need to wait and see how the new uniforms look to judge whether this update is even all that serious of an update. The New Primary Logo is the “sox” alone, I wonder what this really means because the uniforms from the past few years just say R E D S O X, and had a B. The media provided diagram shows that the B is still apart of the new primary hats, but I wonder if they will be replaced by the “sox” as is suggested by the redsox shop.

In regards to using the new Sox alone mark: I think it’s a great update. It’s family friendly, referenced from the 1931-1932 Redsox, and it’s a new look for the Redsox using previously created elements. But it leaves me wondering if they will be using a new typeface or a different approach to the type on the new jersey’s. According to the RedSox shop images it looks like just “B O S T O N” but let’s all wait and see.