Celebrating Minnesota and the Twins' History
The 2014 All-Star Game branding was a result of Todd Radom's photo research around the ballpark and city of Minneapolis. The custom font in this mark was influenced local urban area typography, including Mill Ruins Park, Gold Medal Flour, and Foshay Tower and flowed through all iterations of the wordmarks, secondary marks and event marks. The additional beige colors in the skyline also reflect these historic buildings and Target Field's own limestone facade. And of course, Minnesota's beautiful blue skies and puffy white clouds had to make their way in; and to contain the entire mark is a shape referencing one of the club's early logos.
The theme art for this All-Star program includes an interpretation of Target Field's unique limestone walls as well as a textured pattern that was inspired by the large, undulating metal curtain hanging along the main concourse of the park.
A Well-Branded FanFest and Home Run Derby
We witnessed great activation of the All-Star program from the start of FanFest to Yoenis Cespedes's last homer at the Home Run Derby. Below are some of our favorite branded products from Monday night, including frosty All-Star beer mugs and the fantastic American/National BP jerseys.
The key to a successful All-Star program is always adaptability: ensuring the logos and theme can be applied in whole host of disparate situations. Whether it's being printed on a pamphlet, embroidered on a hat, or animated for broadcast, the identity must communicate with a single voice. The city of Minneapolis, the Twins ball club and MLB have collectively transformed the city into baseball central as legends gather to fight for home-field advantage in the upcoming World Series.
As part of the All-Star, other associated events are presented to offer the greatest access possible to baseball fans, including the Futures Game, Legends & Celebrity Softball Game, and of course, the Home Run Derby. Visual continuity of the sub-brands tie all of the weeks events together as a single, expansive brand.
The All-Star Game Comes Together
The All-Star program really came to life at the 85th Midsummer Classic in Minnesota, and for a magical moment the stunning architecture, clear blue skies, and incandescent clouds filled the view from Target Field, matching the ASG mark perfectly. It was truly a sight to behold. The strong navy and red color palette stood beautifully against the stone colored theme art. Target Field was completely outfitted with massive logo digital outputs, oversized wordmarks painted across the grass, and a jumbo screen featuring our player art and stone texture. And of course, every all-star player donned the ASG patch on their sleeve.
All-Star branding programs, or any special event program, must be activated so that the venue feels completely branded for the occasion. And for this All-Star Week, Target Field truly owned the Midsummer Classic.
The logo was used in all shapes and sizes, and a wide array of applications, from the small patches on the side of the BP caps to the large signs painted in the outfield. We saw the stone background theme art and players used on tickets and cups, banners and video screens. And we won't forget sending off Derek Jeter in his final All-Star Game. Everything came together beautifully; the host city whole-heartedly embraced the program and another Mid-Summer Classic goes into the books.
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