Since 1990, the Chicago White Sox have used the same marks across all channels of identity. For a franchise known for having a rich graphic history, the uniforms, merchandise and marketing have remained relatively consistent until now. Debuting during Players Weekend of 2019, this new wordmark and supporting display font marks the first update in almost thirty years.
Client: Chicago White Sox
The Chicago White Sox visual identity history is one of the most impressive (and vast) in all of sports history. Prolific is an understatement when one considers the team has featured ten primary logos, twenty headwear marks, and SIXTY-SEVEN lettering variations for their jerseys. The team has utilized the "old English Sox" mark for their home jerseys and the script "Chicago" for their away uniforms, but have not had a "White Sox" option for any part of the uniform since 1990.
The new "White Sox" script logo has been designed to fulfill the desire for an alternate home jersey. The style of the wordmark pulls elements from the prior "White Sox" script logos as well as characteristics from the current "Chicago" script. It features minor bumps and hiccups along the contours of the letters as a nod to the imperfections of baseball's rich aesthetic history while still creating a unique mark with its own distinguished personality.
"South Side Script" custom typeface designed to supplement new logo usage on scoreboards, digital and other media.
Many options were explored in an attempt to modernize the wordmark without sacrificing the genetic material of previous marks.
The new wordmark was kept a secret until Players Weekend 2019 where it debuted on special edition uniforms and in a winning series over the Texas Rangers.