New Logo Alert: The Emeralds Increase Their Northwest Footprint

In 2010, prior to moving into their new home of PK Park, the Eugene Emeralds updated their nature-themed logo so that it looked like this:

But minor tweaks to an inherently conservative look were clearly not enough for the Emeralds, who, under the leadership of GM Allan Benavides, have become one of the Pacific Northwest’s more irreverent and forward-thinking operations (Remember when I visited there?) On Tuesday evening the team held a public event at Eugene’s Ninkasi Brewery Company in order to unveil this mythical monstrosity as their new primary logo.

Yep, that’s a rampaging Sasquatch brandishing a tree in a somewhat threatening manner. Of course it is. In an email, Benavides took the time to explain how this all came to be.

Branding a team around a color (Emerald) was a tough hurdle for us at first.  A number of different options were considered including themes that involved the forests, trees and various woodland creatures. However, once we started digging more into the name, the answer became pretty clear.

We’re the Emeralds because of the lush emerald green environment that is Eugene and what lives in the Northwest forest? Ultimately, we felt Sasquatch was the best fit to represent the mystique of the Northwest.

The logo, designed by the seemingly ubiquitous duo that is Brandiose, is unique: the Ems became the first team to use a Sasquatch as their primary logo, as well as the first team to use neon green as their primary color. From the press release:

Sasquatch biting the tree will be the emblem on the home hat while the foot-shaped “E” will serve as an alternate. The road uniforms will feature the “Eugene” script with feet on each end. Home, away and alternate uniforms will be released in the spring.

Biting the tree:

Alternate:

Road script:

Anyone who wears this alternate cap is going to end up footing the bill:

And then there’s this little number, in which the Sasquatch channels his inner Mary Poppins:

Eugene is a weird place, as I learned when I visited this summer, and now the team has a suitably weird logo. In the press release, Jason Klein of Brandiose acknowledged the city’s effect on the design process:

“Eugene is a hotbed of countercultural ideas,” said Klein. “From Sasquatch sightings to hippy culture, the Ems are honoring Eugene’s eccentricities with a few of their own.”

It’s currently logo season here in the world of MiLB. For more blog posts on recent re-brandings, kindly check out the following:

Aberdeen/Buffalo/West Michigan

Scranton/Wilkes-Barre/Hudson Valley

Lexington/Erie

benjamin.hill@mlb.com

twitter.com/bensbiz

5 Comments

Reblogged this on The View From Home Plate and commented:
Put Eugene on the high list of ballparks to visit in the next 5 years thanks to this amazing new logo and spirit! Maybe Baby DiCo would like a cross country road trip with her dad when she’s 5?

Doesn’t the biting the tree logo look a bit like the Grinch? Is it just me?

One of the things I love about minor league teams is the fact that they can take more chances with their logos. I love it!

I’m not sure why, but I really do like these logos. The color scheme is great, and the logo is imaginative. Kudos to the Ems!!!
–Mike

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