The Most Powerful Union in Sports
Major League Baseball Players Association
Research, Strategy, Identity, Architecture, Brand Guidelines, Launch, Environmental Graphics, Social, Consulting
Insight.
With nearly 60 years of history and equity, the Major League Baseball Players Association (MLBPA) is one of the most powerful unions in sports. But sometimes, even the strongest brands need to modernize as the game and the players who play it continue to strengthen.
Idea.
We evolved the MLBPA identity, re-designing it to reflect the strength and unity of the union, to better represent today's players. By staying true to the original form, we honored MLBPA's rich history while bringing the identity into the future; better positioning the brand for a digital-first world.
The updated player silhouette—central to the design—was developed not to represent a specific player, but to represent a compilation of the best hitters in baseball today.
“The idea was to be representative of everyone and not one particular player,” said Gretchen Mueller, MLBPA managing director, digital media and creative strategy.
The “new” Players Association shield will also align it with the MLBPA’s other owned brands including the Players Trust and MLB Players, Inc., for a more cohesive suite of marks and variations. Within the new MLBPA brand architecture, fonts, color palette, and styles have are now unified.
