SPRINGDALE, Ark. — The Northwest Arkansas Naturals will have a whole new look heading into the 2024 season. The Naturals unveiled their brand-new logo and uniforms on Dec. 6.
This marks the first time the Naturals have changed their branding since they started playing in 2008.
“The Naturals brand that we have had since our inception in 2008 has served us very well,” Vice President and General Manager of the Northwest Arkansas Naturals Justin Cole said. “As we are about to enter our 17th year at Arvest Ballpark, we felt it was the perfect opportunity to take a fresh new look at what the future of the franchise should look like. We are so excited to share our updated logos with our wonderful fans.”
The new uniforms will hit the baseball field for the first time when the Naturals face the Tulsa Drillers on April 5, 2024, for the opening night of the 2024 season at Arvest Ballpark.
Cole said the rebranding project started almost 18 months ago. Although they wanted to add a refreshed look to the organization and the ballpark, they also wanted to maintain ties to their past.
They updated their marks, uniform combinations, and fonts, and "slightly altered" their color scheme. The Naturals' ultimate goal was to add vibrancy and variety to their brand toolbox.
"Vibrancy was accomplished by adding brightness to our color palette and team uniforms," Cole said. "We also now have great brand versatility across our team messaging, and team apparel, with numerous secondary marks and a customized font.”
These goals were executed by Brad Bishop and Michael Thurman of Dallas-based Torch Creative, who designed and produced the Naturals' logo package.
“When the Northwest Arkansas Naturals approached Torch Creative to help with their brand refresh, we were truly honored and excited to receive the opportunity, as we felt the location of the team and the surrounding visual setting provided a rich array of elements to choose from and incorporate into our initial design concepts,” Brad Bishop, owner of Torch Creative, LLC, said. “We worked closely with the Naturals staff to bring our many concepts to life."
Merchandise with the new logos is available for purchase online and at the Naturals Team Store at the ballpark.
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