2019 Visual Identity / Louisville Bats

Professional Work : Branding & Art Direction

After spending 18 seasons playing at Cardinal Stadium, the Louisville baseball franchise moved into its new home, Louisville Slugger Field, on April 12, 2000. The 2019 season marked the Bats’ 20th at Louisville Slugger Field, and we celebrated this milestone with a variety of themed promotions honoring different aspects of Louisville Bats baseball. In preparation for the year ahead, I created a commemorative 20th season logo as well as a supporting visual identity for all Bats creative throughout the 2019 season.

20th Season Logo

The logo features the Main Street façade of Louisville Slugger Field—the stadium is a repurposed train depot. The shape of the red ribbon represents the original Louisville Slugger Field mark that remains on the outside of the ballpark. Green was selected for the primary color of the logo as it is displayed prominently throughout the ballpark on the seats, roof, and metal bearings. It also pays homage to the RiverBats, the original Bats identity entering Louisville Slugger Field, whose color scheme was purple, yellow, and green.

2019 Style Guide

To ensure continuity across all Bats collateral for the 2019 season, I selected typefaces, specified colors, and developed branding assets for the year before assembling it all into a cohesive, straightforward style guide.

Each section contains reasoning & guidelines on how to make typography & color selections, apply branding assets, and assemble final artwork for publishing & production.

I also added pages to the guide that included logos, color specifications, and other assets for each of the Bats’ alternate identities that were displayed on theme nights throughout the season: Derby City Mint Juleps, Louisville Mashers, and Los Murciélagos de Louisville.

2019 Patterns

For added texture to use across different types of creative, I created a series of geometric and hand-drawn patterns. The pinstripe patterns were primarily used for baseball information graphics while the handwritten baseball phrase patterns were applied on creative promoting different theme nights. The argyle and mint leaf patterns were both created to promote the Derby City Mint Juleps.