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2015 Best New Logos/Branding: Daytona Tortugas

Daytona Tortugas

When an affiliation change forced Daytona’s baseball team to revamp its branding, the resulting Daytona Tortugas name and logo ended up launching the best new look in baseball, as chosen by the editors of Ballpark Digest.

Daytona’s Florida State League team turned lemons into lemonade after circumstances forced the team to quickly adopt new logos and branding after an affiliation change. The resulting Daytona Tortugas look was named Best New Logo/Branding of the Year in the 2015 annual awards from Ballpark Digest, the leading guide to ballparks and baseball on the Internet.

“Most fans don’t realize how long it takes to launch a new brand and marks for a professional sports team,” said Kevin Reichard, Ballpark Digest publisher. “The normal lead time was highly compressed for the Daytona ownership and management. That they and their design team came up with such a strong team name, logo, and marks is a true testament to their hard work and inspiration.”

Daytona Tortugas

“What a great way to cap off our first year as the Daytona Tortugas! Our staff along with Studio Simon did an excellent job with the rebrand especially given the circumstances,” said Daytona Tortugas GM Josh Lawther. “The buy in both locally and even nationally has been a rousing success and Tortugas Nation will only continue to get bigger.”

The logo and branding from Louisville-based Studio Simon was made necessary when the team’s longtime parent, Chicago Cubs, decided to leave the Florida State League, replaced by the Cincinnati Reds as a parent team. The loss of the club spelled the end of the Daytona Cubs, meaning Studio Simon and the Daytona front office needed to act quickly to initiate new branding for the 2015 season.

Daytona Tortugas

“There wasn’t much time to implement the new look,” Reichard said. “But the resulting Daytona Tortugas name and branding really fit the market. It was a success on all levels.”

Daytona was not the only notable rebranding for the 2015 season. Also worthy of recognition:

Best New Ballpark: CHS Field, home of the St. Paul Saints

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