Milwaukee Brewers | Brand Identity

Approaching their 50th season of play, the Milwaukee Brewers came to Rare Design with the task of modernizing and unifying their team identity while looking forward to a new era. With a storied history and iconic marks from seasons past, the challenge for our team at Rare was to evolve the anchors of their brand while weaving in elements from key chapters of the club’s history within a narrative true to their roots and aligned with their vision.

Looking to the city of Milwaukee, the history of the team, and the modernization of the sport throughout the design process, the team settled on a spectrum of new marks, some fresh and some familiar, that captured the team's history and new stories they continue to write.

My role on the project was in the design and development of the new team identity, and more specifically, the new Ball in Glove (’BiG”) logo and the team’s custom typeface. But just like the ball club on the field, my contribution was just part of the full team effort - directed by Rodney, none of this would have been possible without the full team at Rare or commitment from the Brewers.

Thanks all for checking out the project.

Project Credits

Agency_ Rare Design

CD_ Rodney Richardson

PM_ Marie Siegfried

Designer_ Cody Bass

Designer_ Brian Bollig

Designer_ Ben Barnes

Designer_ Jeremy Nelson

Links

Full Case Study: Milwaukee Brewers Rebrand

Brewers Website: brewers.com

Brewers IG: @brewers

Under the anthem of "Heritage, Hustle, and Heart" the team unveiled the new identity championing their shared story with Milwaukee and the character they build a future on.

The Barrel Man also returns to the baseball diamond with a determined glare and a cast of supporting logos. The Wheat Ball, a tribute to the brewing industry of Milwaukee, and WI State Logo, a nod to their greater fan base and cream colored bricks used to build the city, both support the full system along side a modernized script wordmark drawn by my Rare teammate Cody Bass.

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The uniforms showcased below highlight the industrial block typeface that I contributed most significantly to but, as mentioned before, represent a full team effort.

Application image rights, credit, and ownership to the Milwaukee Brewers

The uniforms showcased below highlight the industrial block typeface that I contributed most significantly to but, as mentioned, represent a full team effort.

Application image rights, credit, and ownership to the Milwaukee Brewers