A River Runs Through It

An effective brand identity accurately reflects the nature of the product it represents, so it is appropriate for many minor league baseball teams to have logos featuring characters that visually embody those clubs’ family-friendly ballpark experiences. But that’s not the only way to go.

In anticipation of their move to the new ballpark that they will be sharing with the University of Oregon, the Eugene Emeralds, the Northwest League affiliate of the San Diego Padres, were looking for a brand update, with traditional baseball sensibilities, that would capture the natural beauty of their home in the Emerald Valley.

The Ems knew one thing for certain: they wanted their lettering to be a script. Discussions with the team regarding other possible elements for the primary logo kept returning to the Willamette River that winds through town and the city’s most prominent, fir-covered, geographical landmark, Spencer Butte.

After developing a custom cursive that would be unique to, and own-able by, the club, the challenge was to take all of the other ingredients, simplify them down, and consolidate everything into a clean, cohesive logo where it looks like they were meant to be together all along.

No angry acorns. No whimsical wascals. Nevertheless, a professional set of marks and a brand system with a local connection, deeply rooted in community identity.