"Determining the name and new brand for the team was a long and exhaustive process," said Martie J. Cordaro, Vice President and General Manager of the Omaha Storm Chasers. "We conducted quantitative research, fan surveys, focus groups facilitated by a local market research company as well as enlisting the services of Plan B, one of the top sports branding firms specializing in major and minor league baseball as well as our local marketing and public relations firm, Lovgren Marketing Group."
In the end, the team name was one of more than 1,500 different names suggested by fans during a two-month long "name-the-team" contest. Sue Harold of Lincoln was among those who submitted the name Storm Chasers. A drawing was then held and Sue's name was drawn as the individual who would receive two box seat season tickets and an official home team jersey personalized with "Harold" on the back.
"The team name recognizes the importance of weather in the metro area and across the state," said Cordaro. "It also, in a whimsical way, pokes a little fun at the variety of weather we experience here."
In addition to the team name, the Storm Chasers have two new mascots to provide that aura of whimsy. Stormy is a loveable green furry fellow who wears his weather vane beanie cap as a badge of honor. His sidekick, Vortex, is an inflatable mascot that looks like - well, a vortex. Fan-favorite Casey will remain with the club as a Storm Chaser.
The new Primary Logo features the team's electrified "Storm Chasers" lettering with the new classic "O-Bolt" emblem behind. Royal blue, Twister gold, Blackout black and Radar red make up the club's official colors, celebrating the franchise's 42-year affiliation with the Kansas City Royals.
The redesigned white home uniforms feature Royal blue trim and showcase the team's "Storm Chasers" lettering across the chest. The new solid Royal blue home cap features the Vortex character. On the road, the club will wear traditional gray uniforms with "Omaha" displayed across the chest, and Blackout black caps with the classic "O-Bolt" logo in Twister gold.
The Storm Chasers' brand was developed by San Diego's Plan B Branding, the leader in Minor League Baseball team branding and storytelling. Partners Casey White & Jason Klein have worked on branding for the World Series, Major League Baseball clubs, and premier Minor League Baseball clubs.
"The Storm Chasers brand was a fun project to work on," said Jason Klein, Plan B partner. "Minor League Baseball is about a fan-friendly and fun experience which we feel is incorporated in the look of the logos, uniforms and especially the mascots, Stormy and Vortex."
The Storm Chasers will play their inaugural season in the newly-named Werner Park. That announcement was made at an afternoon news conference on Thursday, November 11.