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Thursday, February 11, 2010

A Higher Power

“Why are we learning this stuff? I’m never going to use any of this in real life!”

It is safe to say that I am not alone in having had those thoughts while sitting in one class or another as various teachers droned on about things like reflexive pronouns, ionic compounds and logarithmic equations. But recently, I actually had the occasion to apply some of my secondary education to a sports branding project.

When developing the home cap logo for the Walla Walla Sweets (see January 20 Game Faces post), we realized that any interlocking, stacked or side-by-side WW treatment would appear derivative of the existing logos used by the city’s high school and college teams. So we decided to go back to school ourselves.

Recalling the lessons in exponentiation that we first learned oh-so-many years ago in math class, our solution was to raise the letterform to the second power for a new twist on traditional baseball headwear logos.


The W with the superscript 2 turned out to be a hit, with the first shipment of caps quickly selling out. It turns out that it’s hip to be squared!

(Special thanks to the Walla Walla Sweets’ Brett Axelrod for the photo.)

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