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As a lifelong fan, native Coloradan, and creative director with 15+ years experience in sports branding, I set out to explore what a refreshed identity for the Colorado Rockies could look like—one that honors the past, reconnects with fans, and signals pride in Colorado’s baseball future. After over 30 years with the same look and feel, it’s an opportune time to redefine the Rockies and inject the fresh sense of optimism and pride that helps lead to success.
Branding, Creative Direction, Graphic Design, Environmental Design
This is an independent creative exploration and is not affiliated with the Colorado Rockies Baseball Club or Major League Baseball. All original logos, trademarks, illustrations and photography are the property of their respective owners and are used here for illustrative and editorial purposes only.
The Case for Change
From E.Y.’s leadoff homer at Mile High in 1993, the Colorado Rockies have served up flashes of magic: Rocktober 2007, sunset-soaked seventh inning stretches, and the hum of 50,000 hopeful fans. True, a division banner hasn’t flown over Coors Field yet, and postseason appearances remain rare, but that only means the best chapters are still to come.
A rebrand is a blank canvas. For fans, it reignites pride; for players, it sets the stage for a fresh, fearless identity; for the organization, it’s permission to dream bigger than the mountains that are right off the back patio of Coors Field. Done right, the new look doesn’t just decorate—it elevates, turning every jersey, cap, and touchpoint into an invitation to believe in the Rockies.
Great brands spark emotion that outlasts any scoreboard. They frame narratives, unite communities, and transform casual fans into lifelong die-hards. The opportunity exists to paint a bold new story, one grounded in the state’s unique identity and baseball history so every pitch feels like possibility and every game feels like Colorado.
A Visual Audit of Colorado Baseball
"They have quite a good club in Denver, we are informed."
From "Baseball in Denver City, C.T. [Colorado Territory; statehood arrived in 1876]
The New York Clipper, June 7, 1862
Sketches and Exploration
HERITAGE
The hand-drawn serifs and the red “C” carry the weight of history with the energy of something new. This mark nods to Colorado’s rich baseball legacy that stretches back to the 1800s and honors the spirit of past teams like the Denver Browns, Bears, and Zephyrs. It’s a tribute to where we’ve been, and a reminder that every great story has deep roots.
STATE PRIDE
The bold, balanced “C” mirrors the iconic symbol from Colorado’s flag, one of the most cherished and recognizable in the country. It’s more than a design element; it’s a unifying emblem for a state that wears its identity with pride. Whether on a flagpole or a fitted cap, this mark speaks to the heart of every Coloradan.
GOLD STANDARD
Framed within the “C” is a glowing golden “O,” a spotlight on the sunshine that defines life in the Centennial State. It connects directly to the state flag while symbolizing warmth, optimism, and the energy that fuels fans from the plains to the peaks. And by evolving from “CR” to “CO,” the mark opens its arms to the entire state, embracing every fan from every region as part of the Rockies’ story.
FULL SECONDARY MARK
SIMPLIFIED SECONDARY MARK
WORDMARK VARIATIONS
Uniforms
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BALLPARK UPGRADES
Digital Landscape Snapshot
DESKTOP
MOBILE BROWSER
Fan Gear & Souvenirs
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