New Billings Mustangs logos update brand and highlight local connections – SportsLogos.Net News
The Billings Mustangs, members of the Pioneer League since 1948, played this year with a series of new logos that update and complement the team’s previous brand, established in 2006. The new brands, created by the design company Delaware-based The Barn Creative, are meant to honor the team’s heritage while updating the brand’s visual tone.
The team intended to avoid some current trends in minor league baseball branding.
“The goal was to move away from the cartoonish, gloriously kid-focused cartoons that predominate in minor league baseball, and instead embrace a more mature, clean look,” said Nick Matarese, President and CEO of the creation of The Barn Creative.
The new suite of logos is highlighted by a three-quarter horse’s head with a local geological feature integrated into the design: the Billings Rimrocks are 80 million year old sandstone formations that frame the city. Other new markings include an updated version of the team’s existing double M horseshoe and a forward-facing version of the horsehead featured with the state of Montana.
One brand in particular, however, has not changed.
“It was important to look at the current and ‘historical’ brands of the team because we knew some would stick,” Matarese said. “For example, the classic roundel has been with the team for decades and in our minds was untouchable.”
An entirely new brand focuses on the nickname Billings, the Magic Town, which it earned due to how quickly it sprung up, seemingly out of nowhere, in the late 1800s.
“With the new tone of voice moving away from the child and leaning more towards an aggressive, modernized and even Western design theme, we need to push logos with more localized design elements and features,” said said Matarese. “The integration of the Billings Rimrocks into the neck of the Mustang and a ‘city jersey’ branding with the ‘Magic City’ moniker of Billings has been very well received by the local community.”
The first season of Mustangs in the new look is underway and will end in early September.