We have the new logo and secondary marks for the South Bend Cubs (Low Class A; Midwest League), as the team preps for a new season as a Chicago Cubs affiliate. UPDATED!
Above is the logo; beneath are the secondary marks.
The new team logo and four complementary logos that were unveiled at the same time, integrate a classic typeset that was associated for many decades with the former Studebaker Automotive Company founded in South Bend, Indiana. All were designed by Dan Simon with Studio Simon.
“This was an important feature to us,” said Joe Hart, President of the South Bend Cubs. “We’re incredibly excited about bringing the Cubs to South Bend, but we’ll never lose that connection to our local heritage. And I think it’s really good to know that the Chicago Cubs like this design that integrates some of our Studebaker heritage as much as we do.”
“The designs we’ve come up with are especially important because they represent more than a professional baseball team. They represent everyone who lives in this region and one of the most storied brands in baseball history,” said Andrew Berlin, owner of the South Bend Cubs. “The people of this region who have supported the team deserve the best. The Chicago Cubs deserve the best. We feel that this is the perfect blend of Cubs and South Bend—two things that our local fans have told us that they feel very strongly about.”
The new team colors, logos and uniforms are highly reminiscent of the Chicago team by design. “The Chicago Cubs are one the most iconic brands in the world—not just in the sports world, but in the entire world,” added Berlin. “We’re going to make sure that their players and also the fans in this region see the connection very clearly—this is a Cubs team—South Bend Cubs to be sure, but Cubs, no question about it.” The team’s primary colors will now be the same royal blue, light blue, red and tan as the Chicago team.