Heading into their 5th season at First Horizon Park, the Nashville Sounds - MiLB affiliate of the Texas Rangers - approached Rare Design with the aim of creating a new brand identity fitting of a major league ball club and reflective of the teams rich history and Nashville's vibrant personality.
One of the key challenges during the strategic portion of the project was identifying the narrative anchors and the visual links that would connect the club to their city. Without being too overt, the new identity had to authentically connect to Nashville and resonate with its community. Ultimately, we combined historic baseball lettering, classic scripts, wood-block typography, and musical motifs with local icons to strike a cord in tune with the team and their town.
My contribution to the rebrand was in the development of the new visual identity, and most prominently, the team’s primary ‘N’ lettermark. Just like a baseball club however, the design work is a team effort and wouldn’t have been possible without Rodney’s leadership and entire Rare team.