Minnesota Twins

MLB Team Rebrand

The world of sport is filled with incredible stories, iconic moments, and unbelievable achievements – but regardless of statistics or outcome, it’s the players and teams we're connected to that mean the most. Born in Minnesota, and still visiting regularly, it was a special and unique opportunity to help rebrand a team I've rooted for my whole life.

Under the leadership and creative direction of Matthew Wolff, my role was focused on designing the new and updated logos, script logotypes, and custom typeface. As in any large project, my contribution was just one of many that brought these updates to the field. I'm incredibly grateful to Matthew for the opportunity to be part of this project and everyone from the Twins leadership team for their collaborative partnership – check out Matthew's full body of work HERE, or in the links below.

Additional Project Detail

The Twins brand refresh started well before pencil ever hit paper—with long-term planning focused on growth and evolution. Seeing opportunities to bring a more cohesive identity to the diamond and re-engage the broader ‘Twins Territory,’ team leadership felt the time was right for their identity to take its next step forward.

Still, before any design exploration began, questions reflecting on the Twins history – where they’ve been, key visual motifs, and eras of the team’s past had to be considered along side their vision for the future to lay a blueprint that would guide the design phase to follow.

It was important to the team that their pride as Minnesota’s – not just the Twin Cities’ – baseball team be emphasized, as well as a respect for the past that would show their understanding & appreciation for current or former fans while bringing fresh energy to engage a new generation.

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For more, check out the MLB’s article below.

MLB.com | Twins Rebrand

Credits

Matthew Wolff | CD / Project Lead
Jeremy Nelson | Design

Links

Matthew Wolff
Twins Website
Twins IG
MLB.com Press

Discipline / Category

Sports Branding

Brand Identity

Logo Design

Type Design

Lettering

GO To download

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While opening the door to a new chapter, it was critical that key features from the Twins history be preserved as a line of continuity and foundation for the new identity to build upon.

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It was a connection of all generations – we really believe there's something for everybody...The guys out on the field and what they wear, people care about it, and we took it very serious and are very proud of what we accomplished.

— Dustin Morse Minnesota Twins VP, Communications & Content

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INSPIRED BY THE PAST.
BUILT FOR THE FUTURE.

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With over 60 years of history, our challenge was to honor and retain the Twins legacy while shaping an identity for a team eager to move forward.

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While opening the door to a new chapter, it was critical that key features from the Twins history be preserved as a line of continuity and foundation for the new identity to build upon.

‍

It was a connection of all generations – we really believe there's something for everybody...The guys out on the field and what they wear, people care about it, and we took it very serious and are very proud of what we accomplished.

— Dustin Morse Minnesota Twins VP, Communications & Content

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FRESH THREADS

Complementing the new and evolved cap logos, the Twins introduced four new uniforms designed by Matthew Wolff and headlined by a script or arched wordmark I had the opportunity to draw.

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NAMEPLATE & NUMERALS

As part of the brand evolution, I had the opportunity to draw the new uniform nameplate alphabet and numeral set. Under Matthew Wolff’s creative direction, our priority was to create a type system that was internally consistent with Twins history while establishing a bold, athletic, and decidedly new tone of voice.

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After exploring a variety of directions and taking cues from eras of Twins history, we landed on the flared ‘flag’ serifs of the Twins TC monogram as a feature to build around that have been one of its defining details since inception. Building around this feature, we extrapolated a full alphabet and numerals that were connected to the Twins while being entirely new.

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NEW HORIZONS

New season, new challenges – with a renewed vision and strengthened connection to their Minnesota community, the Twins next chapter will be one to watch closely.

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Thanks for checking out the work and MASSIVE thanks to Matthew for his leadership and giving me the opportunity to team up on this once-in-a-lifetime kind of project!