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.
A more modern take on Rockey the Redbird adorns the primary hat.
Rockey the Redbird has been reimagined as an edgy, bold and determined character, which embodies the spirit of Memphians.
The Redbirds are proud to bring back an iteration of Rockey the Redbird as the St. Louis Cardinals’ famous “Dirty Bird,” which will be featured on alternate “powder blue” jerseys the Cardinals made popular during the 1980s.
An alternate blue hat features a red bill and the iconic music note neon “M.” Memphis' music and baseball history come together with this mark.
“Upon purchasing the Redbirds, our first priority was to reconnect as a local business operating in downtown Memphis. In doing so, we felt we needed an authentic brand that represented not only the storied history of Memphis, but the heart of the city itself.” -- Principal Owner Peter Freund
“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.