Logo, mascot, projected as Flying Squirrels’ franchise players
Name your team the Flying Squirrels and count on the logo and mascot emerging as franchise players.
Who will develop these in the case of the Richmond Flying Squirrels? Jason Klein and Casey White, of Plan B. Branding, the firm Richmond's Double-A baseball team retained to create the Flying Squirrels' logos, uniforms and mascot.
Muscular squirrel? Baby squirrel? Angry squirrel? Cuddly squirrel? Squirrel with a bat? Squirrel with a tat? Squirrel with eye black? Squirrel with a nut snack? Squirrels with a curl? Squirrel named Earl? Squirrel soaring over the James River? Squirrel sliding into home?
"We don't come in with a preset agenda. Everything is wide open at this point," Klein said. "The first step is basically to decide how we're going to tell this story, of these Flying Squirrels, so we come up with a shotgun approach of a lot of different logos. Looking at it from one perspective, a second, third, fourth, fifth perspective. And then deciding which best tells that story. Narrowing it down. Adding color. Adding a variety of logos that appeal to both kids and adults. Developing the uniforms, the mascot."
Added White: "Definitely, a more unique name like the Flying Squirrels helps us. It helps build the story. It does make it easier. Your imagination really runs. It is a classic minor-league baseball name."
Chuck Domino, the Flying Squirrels' chief executive manager, calls Plan B. Branding "the foremost brander of logos and jackets and caps in the country." Klein and White branded more than 40 minor-league teams, including the Lehigh Valley IronPigs, the Triple-A franchise of which Domino is also chief executive manager.
Plan B. Branding is 10 years old. Klein and White have been friends since kindergarten. They live in New Mexico and Nevada. They're learning about Richmond and spending time here to help them design an appropriate logo, mascot and uniform set. The logo will be released by the end of November.
"It's a sacred thing," Klein said of the logo. "The team represents your town."
To those who contend that Flying Squirrels is an appalling rather than appealing nickname, Domino asks for patience and perspective. Look around minor-league baseball, he points out, and see teams with names such as Sand Gnats, Grasshoppers and Biscuits. Flying Squirrels was attractive to team management, who chose that submission from about 6,000 entries in a name-the-team contest, because "having fun, being different, taking chances is what we're about."
Klein said that Flying Squirrels is a fitting name for a franchise run by Domino and Todd Parnell, the team's vice president & COO, because "it really communicates the style of entertainment that fans can expect when they come to the ballpark. It's their brand of baseball."
Said White: "Give them a chance. Give us a chance. Come to the game once, and you're going to be a convert."
Contact John O'Connor at (804) 649-6233
Advertisement
Reader Reactions
Mr. Cabbage,
Well, I checked your links (hadn’t seen them before, hadn’t read the entire thread) and you’re right, the Plan B people really do know a lot about baseball. They obviously have a passion for designing team identities and merchandising and such.
And also you’re right to suggest that Mr. Domino is the client and he can work with whomever he likes. And that’s fine. Naming, logos, hotdog night and mascots are ultimately all his call. Having just started, Mr. Domino is not someone who particularly knows Richmond either. He’s a business man from Cumru Township, PA who is just trying to make a smart calculation to work with an outfit already known to him.
While my work is in design, please understand I’m not “sour” b/c I didn’t get a piece of this project. Baseball identities are a strength and focus for Plan B, not mine. I posted about this on RTD to speak to the principle of local people supporting local endeavors – especially when understanding context is key when producing an appropriate, smart design solution.
I think Flying Squirrels is a great name. I’ve got a great idea for a promotion. Dress Doug Wilder up in a squirrel costume and launch him across the Diamond to a no net landing. Now that’s entertainment.
Jake Crocker, Charley Foley & SquirrelGal…..Here is the bottom line:
Chuck Domino has worked with Plan B Branding on at least two other occasions and is extremely familiar with their GREAT work (bet you didn’t even look at any of the five links I provided on the first post). He shouldn’t have had to seek out a new Richmond area avertising/branding group simply to a appease the you guys.
Plan B Branding has worked with over 40 Minor League Clubs and has found their niche in this area. Their is no company in Richmond who has this PARTICULAR expertise.
Domino’s group has a tremendous amount of work to do in a short period of time (less than six months) and they shouldn’t have to take up their limited time to interview groups here.
I wouldn’t be surprised if Domino’s group consulted with Plan B before choosing Flying Squirrels as the nickname - Maybe something like “Hey, Jason and Casey - As far as merchandise/marketing, which nickname do you guys think you can do the MOST with?“
Finally, your posts sound like sour grapes.
Power to the Opposite Field,
Cabbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbage
one of the main problems i had with the diamond/braves is the lack of any good concessions, dominics being the acception… the new owners are not only “gimmicky” on promotions, but their food choices are unique as well.
in lehigh valley (ironpigs), they have tons of pork products including a carving station. in altoona, they frequently have an all-u-can-eat night which includes your ticket, for like 12 bucks! in reading (phillies), they change up the food all the time, and have dollar dogs which are, duh, hot dogs for a dollar. the new owners are going to not only put on a good show, but your stomachs should be full as well… plus the Giants have some really good prospects coming up as well.
The Big Bag of Nuts brand should be the official snack of the Flying Squirrels.
Any word on the concessions and prices for beer? How about the ticket prices? If I can get a bag of roasted peanuts for $2.50 and a cold beer for $4.50 I’ll be there more often. Guess we’ll see what happens in April, glad to have another entertainment option.
Get this Plan B company to draw up some artwork and logos for the Richmond Artillery. Then put that next to a freakin’ squirrel and tell me which one plays better.
Damn squirrels….stupid name.
Has it ever occurred to any of you crybaby’s who just think you are way too special for a team named the Flying Squirrels, that the SF Giants would not permit their AA team to be hooked up with these guys for branding/marketing if they didn’t know what they were doing and were very good at it? Lose the pretension and TRY to have some fun for a change. GO SQUIRREL NATION!!!!
Yeah! Dang ol’ outsiders! The team shoulda been the Cavemen or Geckos!
Jake Crocker said: “Richmond is loaded with acclaimed branding, advertising and design firms. This is powerhouse marketing town and the fact that an out of town firm in Plan B Branding was retained is an insult to our proud marketing community.“
Jake is absolutely right. No one should be flying in from two different states to produce creative work for our city’s team. The branding and design should come from a Richmond firm. A real misstep.
Post a Comment(Requires free registration)
- Please avoid offensive, vulgar, or hateful language.
- Respect others.
- Use the "Flag Comment" link when necessary.
- See the Terms and Conditions for details.
Advertisement