The Inland Empire 66ers were looking to retool their look for the 2014 season. In the end, they needed a mechanic to get the job done.
The 2013 California League champions revealed a new set of logos Tuesday night at Hangar 24 in San Bernadino, Calif.
The new looks take a different approach to paying homage to the team’s namesake, Route 66. The team described the look as having a “muscle car” theme and unveiled six different logos, led by the creation of a “mechanic” logo.
“We have truly created a new and exciting brand that focuses on the family fun entertainment that Minor League Baseball is all about,” general manager Joe Hudson said. “Our new identity symbolizes both a new era in an already historic franchise as well as an investment to our fans and community.
“This is a look that will appeal to all ages and will present a brand image that we feel all of our fans will love. Our fans can expect the same great entertainment, world class service and community focus that they love us for. We’ve simply reimagined our identity.”
The logo was designed by Brandiose, a San Diego-based company led by founders Jason Klein and Casey White. That duo has been responsible for many other MiLB.com logos, including the Lehigh Valley IronPigs and the Richmond Flying Squirrels.
It took the team and Brandiose nearly a year to finalize the designs. During that time, Klein and White made visits to San Bernadino to meet with fans, staff and community members. The duo then came up with the new look, inspired by popular muscle-car colors powder blue and orange.