The rebranding of the Connecticut Tigers (Short Season A; NY-Penn League) is officially complete, as the franchise unveils the Norwich Sea Unicorns identity.
“We feel this new identity will bring Norwich and surrounding communities in closer, giving fans something that is uniquely ours,” Norwich Sea Unicorns General Manager Dave Schermerhorn said in a press statement. “We appreciate the support and input of our fans and partners to arrive at this point, with a brand that we can all be proud of. This project was a true labor of love for our entire staff, which in large part is made up of individuals from Norwich and surrounding communities”.
Earlier this year, the franchise announced plans to change its name, undertaking a process that included a name-the-team contest and culminated in Thursday’s unveiling of the Sea Unicorns brand. Along with the name, the team unveiled several logos, including a primary mark that features a sea captain narwhal. The primary mark features a rose tattoo in reference to Norwich’s moniker as “The Rose City”. Two secondary logos round out the logos unveiled. One features a sea unicorn breaching the water, a nod to the community’s rich submarine history that includes a major naval submarine base located just minutes from Dodd Stadium. A second prominently features an anchor logo representing the rich nautical history of Norwich, where the team has set down its anchor as home. The “Sea Unicorns” lettering is a classic baseball script with nautical flair, while the “Norwich” type style can be seen on historic ships who anchored in the city.
Submarine Navy, Captain’s Yellow, Streets of Gold, Narwhal Gray and Sound Blue make up the club’s new official colors.
The redesigned white home uniforms feature navy trim and showcase the team’s “Sea Unicorns” lettering across the chest. The new solid navy home cap features the primary Sea Unicorn. On the road, the club will don traditional gray uniforms with “Norwich” displayed across the chest, and a navy and gold cap featuring a new anchor logo.
The Sea Unicorns brand was developed by Brandiose, the California-based marketing firm led by co-founders Jason Klein and Casey White.
“Jason and Casey are tremendous partners with an excellent track record,” Schermerhorn said in a press statement. “We’ve had great success working together on the New England Lobster Rolls identity as well as other projects over the years. We knew they were the right people to deliver an impactful identity that would celebrate the history of our community.”
“Norwich is one of the most storied cities in America,” Klein said in a press statement. “Our goal was to capture the heart and soul of the community’s rich nautical heritage and communicate it through the look and feel of the new identity, in a fun way you can only expect from Minor League Baseball.”
The Sea Unicorns franchise has played at Norwich’s Dodd Stadium since 2010, its first season in Connecticut after relocating from Oneonta, NY. The franchise had been known as the Connecticut Tigers since arriving in Norwich, carrying over the Tigers name from Oneonta.