Black Sox Beat Writer
Chicago Sports Online
The Chicago Black Sox this week unveiled new logos for the big league club and all of its minor league affiliates, bringing “visual cohesion” to the franchise brand, in the words of General Manager Benedetta Vitale.
“We thought this would be a fitting way to celebrate one of the most successful seasons in total franchise history,” Vitale said. “Each of our teams – from the BBA to the Rookie League – recorded winning seasons; four of our six teams made their league playoffs; and one took home a championship.
The logos were the work of the Mike Simon Design Studios in Madison, WI.
“Mr. Simon – who happens to moonlight as the General Manager of the Madison Wolves – created a logo on spec for the Black Sox,” Vitale said. “We were so taken with it that we asked him to do logos for each of our minor league clubs, too. The results speak for themselves.”
Each of the affiliates retained their names and team colors but received new logos for display at their ballparks and on team merchandise as well as custom logos for their jerseys.
“They’re nice,” said Brian Maloney, a season ticket holder from the Lincoln Park neighborhood of Chicago. “I don’t know about resonating and all that, but they’re pretty. I guess I wish they’d saved the money and spent it on a couple of right-handed hitters, but whatever. I’ll probably get a new T-shirt or two with the new logo on ‘em.”
“What happened to being true to your roots?” asked Trudy Hall of Hinsdale. “I mean, when (Vinnie) Vitale moved the team back here from Huntsville, he talked about how he was a fan of the team growing up and he was going back to the original team logo and all that.
“I guess that was just bulls—t, huh? Kinda like that pigs—t that got dumped in the Little Cal a couple of years ago.”
Benny Vitale was hearing none of that, though.
“This franchise is not going to stay rooted in the past – a largely losing past, I might point out. Part of creating a new, winning culture is creating a new identity for ourselves. Logos and other visual cues, such as uniforms and caps, are part of that,” Vitale said.
“Fans are going to need to get used to change. We are marching forward into a successful future. Ms. Hall and her ilk are welcome to join us. Or, if they prefer to follow losers, they could perhaps find a team or two in the Pacific Division.”
