Approaching their 50th season of play, the Milwaukee Brewers came to Rare Design with the task of modernizing and unifying their team identity as they looked forward to a new era. With a storied history and iconic marks from seasons past, the challenge to the Rare team was evolving the anchors of their brand and 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, history of the team, and 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 they've told and continue to write.
My role on the project was in the design and development of the new team identity, and more specifically, the team’s custom typeface and new Ball in Glove (’BiG”) logo. 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 Rare team or commitment from the Brewers.
Under the anthem of "Heritage, Hustle, and Heart" the team unveiled the new identity championing the shared story with Milwaukee and character they build a future on.