The name of the former Sand Gnats was announced today at a press conference headed by Fireflies’ principal owner Jason Freier and President John Katz, accompanied by Mayor Steve Benjamin and Spirit Communications CEO Robert Keane. Also on hand: over eighty Boys & Girls Club members.
“We are thrilled to partner with the Columbia Fireflies to support wholesome affordable entertainment that families can do together,” said Carter Clark, CEO of Boys and Girls Clubs of the Midlands.
Fireflies was chosen from over 2,300 entries in the “name the team contest” conducted in late 2014. The team introduced its primary wordmark, primary and secondary cap logos, tertiary logo and uniform wordmarks at today’s event. The logos were designed by Sky Design of Atlanta, the same firm with whom Hardball Capital worked on its award-winning rebranding of the Fort Wayne TinCaps (Low A; Midwest League).
The inspiration for the Fireflies name comes from a particular species of Firefly—the Phot—and the unique behavior of that firefly in the nearby floodplain forest in Congaree National Park. Each spring, as baseball season begins, the Photuris frontalis perform a wonderful and mysterious light show. For a few weeks, thousands of these fireflies synchronize their flashing each night; they light as one, in unison. The Photuris frontalis is the only species of firefly in North America known to put on this sort of display, and the mass synchronization that occurs on the banks of the Congaree is one of only six places on Earth where such a spectacle is known to take place.
According to a press release from the team, this theme of synchronization, unity and working together is also a tribute to the City of Columbia and its people. Columbia is a city that has come together to address major issues. South Carolina’s Capital City can be counted among the few significant Southern cities that made it through integration in the 1960s without the kind of violence experienced in places like Birmingham and Selma. This relatively peaceful integration process was largely the result of the City “coming together” in the form of the Columbia Community Relations Council, organized by then-Mayor Lester Bates. That spirit of cooperation continues in Columbia today in many forms, including education, arts and cultural events. As the capital of South Carolina, Columbia is also the place where all of the state comes together.
“Columbia is more than just a city,” said Columbia Mayor Steve Benjamin. “It’s an idea. It’s an idea based on the simple principle that echoes throughout or history — that as a people we are more than the sum of our parts. That’s what this team exemplifies and that is who we are — one city, one people, One Columbia.”
“The ‘Fireflies’ identity fits perfectly with what we are looking to accomplish in Columbia,” Freier said. “The firefly will become a symbol of the unity of the Capital City and Spirit Communications Park will be a year-round gathering pace for families, friends and co-workers to create lasting memories together and a place where major community events and milestones are celebrated.”
Fireflies is also a fitting name for “Famously Hot” Columbia. Both the flaming tail at the base of the abdomen and the “C” and “F” (for “Columbia” and “Fireflies”) coming together as a flame are nods to the City’s slogan.
As the team of the capital of South Carolina, the Fireflies’ primary wordmark incorporates the palmetto tree and crescent moon from the state flag.
The team colors are the midnight blue of the South Carolina night sky, a neon green/yellow representing the “glow” of the firefly and a crisp silver used on the wings.
“Today officially kicks off a new era of professional baseball in Columbia,” said Fireflies team President John Katz. “Columbia is a vibrant city, and our designers did a phenomenal job in selecting the perfect logos and color palate to compliment our brand, our vision and our community.”
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