Authentically Memphis. The Memphis Redbirds' new brand identity invokes the look and feel of the city of Memphis and its deep culture and traditions. A neon street sign is immediately evident as the primary logo, quickly calling to mind Memphis’ iconic Beale Street which is located just a few blocks from the ballpark.
The primary logo is activated just like a neon light, which is a mainstay in the Memphis culture.
The uniform features the neon "Memphis" across the chest, with the primary logo on the right sleeve and the St. Louis Cardinals logo on the left sleeve. The "M" in "Memphis" is formed in the shape of a music note as an homage to the home of the blues and the birthplace of rock 'n' roll, as well as the Memphis Blues, who played during the 1960s and 1970s. Fans will note a faint yellow outline around the jersey elements, which gives the effect that the neon is turned on.
“Throughout this process, we wanted to create a brand that we could activate. The new, more modern look pays homage to Memphis’ rich baseball heritage while keeping the connection to our St. Louis Cardinals affiliation. We have achieved this balance by maintaining the Redbirds name and color scheme, but also bringing back elements such as the music note ‘M’ from the 1970s.” -- President and General Manager Craig Unger
The new logos really shine when they are activated, which is a key component of the new brand.