The leak of the 2012 Marlins logo, despite its numerous criticisms, has been a popular buzz amongst social media sites. Growing Facebook groups such as, “Keepin’ It Teal,” allow fans to express their opinions and generate feedback in order to demonstrate their outrage over the new logo.
Coincidentally the new logo colors seem to be a blast from the past, reflecting themes from the 1989 Houston Astros and San Antonio Spurs. The abstract and dated color scheme, although bold, strangely mirrors the Astros retro uniforms, which also displayed vibrant yellow, orange and blue colors. Similarly, the San Antonio Spurs used a comparable theme in the 90’s, which displayed fiesta-style colors of teal, orange and pink, all too familiar to that of the new Marlins colors. What effect will this have on apparel sales for the Marlins?
The current logo may have been a fitting design for the Florida Marlins, but will it relate to the “Miami” Marlins? Miami is known for its fast-paced, ostentatious lifestyle, which is clearly what the new logo is trying to capture. If the Marlins plan to market the new baseball team to Miami natives then their rationale behind the new theme needs to be explained to the fans. Perhaps, the Marlins management has leaked the design as a trial balloon to garner public opinion and make any necessary changes before the official unveiling. Local buzz indicates that the colors of the new logo coincides with the theme throughout the new stadium, displaying the same teal, orange and yellow accent colors. Positioning towards Miami communities may be the last chance of hope for the Marlins organization.
I understand that the Marlins will be altering their identity as they simultaneously change stadiums, managers and team name in the same year, so it seems logical to rebrand their logo as well. Unfortunately, the art deco style “M” does not resonate with the general population who once considered themselves loyal Marlins fans. However, if the team can turn a winning record in the 2012 season then the retro colors and flashy layout won’t seem to matter. The official unveiling of the new logo to the public will be released on 11/11.