A couple follow-up points to this archival post on jerseys (written in the present, if that isn’t clear).
The team is doing its best work focusing on the SD logo, which is part of former President / CEO / COO Tom Garfinkel’s legacy . It’s the only semi-consistent design element in the team’s history, and the tweaking they did in 2004 made it unique and really improved the typography.
The SD is the team’s strongest mark, and they’ve focused on using it consistently. The SD is almost always white on a blue background, both on logos and on the uniforms. The sand SD hat created needless clutter, while poor contrast made it difficult to read from more than a few feet away. Great job in that regard.
Risk, Emotion, and Being Who We Are
It bears repeating often that Bringing Back the Brown doesn’t mean simply wearing a 1975, 1984, or any other retro jersey. There’s no reason brown can’t be incorporated into the existing blue either. With some creativity, vision, and good design sense, whatever reasons the team prefers blue don’t need to be sacrificed for the sake of brown. It will take some risk and some leadership but nothing great was ever created without them.
A confident brand doesn’t try to be something isn’t, in the same way the Padres shouldn’t try to look like a stuffy team from the east coast. A strong brand is unique enough to be recognized easily, which is why the Padres need to differentiate from the many other teams that wear blue. And for heaven’s sake, a great brand isn’t somebody else’s brand. I hope to never hear the phrase “red, white, and blue uniforms” in the same sentence as “Padres” ever again.
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