Four curtains were pulled away Wednesday to unveil a new era in Augusta GreenJackets branding.
The GreenJackets announced their new identity during a news conference in North Augusta by showing four new logos featuring sleek designs with green and black throughout, and a new, more intense bug.
“We wanted to create a logo that was iconic but also has a grit, fierce intensity to it,” GreenJackets vice president Tom Denlinger said. “You know we like to have fun, so this is our way to tie all those elements together and, in the end, tie the rich history of golf and baseball in the region.”
The new identity is the latest step toward the GreenJackets’ move to SRP Park in North Augusta, a ballpark currently under construction and set to debut for the 2018 season. The ballpark is part of the Riverside Village development that includes a hotel/conference center, offices, apartments, single-family housing and retail along the Savannah River.
The primary logo remains the GreenJackets bug, but it has added muscle, clenched fists and a determined look. The bug features multiple shades of green and is trimmed in black, and it’s wearing a plaid golf hat as a nod to Augusta’s golf heritage.
The GreenJackets worked with Brandiose, a design company in San Diego, to create the new branding.
“Working with Brandiose, we were able to come up with a new, determined bug,” Denlinger said. “We wanted to create something that provides a new connection. As we start a new era, we want to have a refreshed brand and an exciting way to tie in with the community and have everybody excited.”
“Grass Green, Dark Green, Augusta Gold and Black” are considered the team’s new official colors. Along with the primary bug logo is an “A” logo featuring the bug’s wings as an alternate.
The logos and colors are meant to tie into the retro feel of the new ballpark and surrounding development, GreenJackets president Jeff Eiseman said.
“Everything we started with was looking at the design template for SRP Park and making sure this emblem that was representing our brand would be something we’d want all over the place, and would tie back in to the design and feel and experience that we want to provide at the stadium,” Eiseman said. “We wanted a classic-looking logo that ties into the retro feel that you have throughout Hammond’s Ferry, throughout Riverside Village.”
Auggie, the GreenJackets mascot, will also receive a revamped look that will be unveiled closer to spring training along with the team’s uniforms.
The first opportunity to purchase gear with the new logos is Saturday at the team’s annual holiday sale and toy drive. The event will run from 11 a.m.-2 p.m. at Lake Olmstead Stadium.
Reach David Lee at (706) 823-3216 or firstname.lastname@example.org.