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Shorebirds Announce Brand Extension

New Primary, Road & Batting Practice Logos
February 16, 2010
SALISBURY, MD - February 16, 2010 - The Delmarva Shorebirds are pleased to announce an extension of the Shorebirds brand, with new primary, road and batting practice logos. The new brand extension is part of a two-year creative overhaul of the Shorebirds franchise.

The new look features a modernized Shorebird appearing in various positions through the identity. Fans will enjoy the new Primary Logo, a fierce Shorebird head, appearing on the new black Home caps. The cap is uniquely embroidered to showcase each individual feather on the Shorebird's neck. The road cap showcases a Delmarva letter "D" with the Shorebird peeking through. The Shorebirds' new batting practice hat will also feature a new logo with an interconnecting D & S, representing the Delmarva Shorebirds. The Shorebirds will also carry the classic Shorebird logo, which the team has used since its inception in 1996.

Black, Silver and Orange will remain the official team colors, a honoring to the Shorebirds' Orioles affiliation. The redesigned home uniforms are white with black trim and feature the team's custom "Shorebirds" lettering across the chest. On the road, players will don gray uniforms with black trim and "Delmarva" jersey lettering.

"The new redesigned look of the uniforms is a great way to honor the Delmarva community as a whole. With such strong fan base and support system around the Delmarva Peninsula; the Shorebirds will now be able to don the Delmarva name on the road, and represent the Peninsula with honor and the ever growing support of our great fan base each time they take the field while away from Arthur W. Perdue Stadium." Said Chris Bitters, General Manager.

The Shorebirds' makeover is the work of Plan B Branding, a San Diego-grown creative ideas company specializing in storytelling and branding ideas. Partners Casey White & Jason Klein dreamed up fresh looks for the World Series, Major League Baseball clubs, and premier Minor League Baseball clubs.

The development process began in 2008 when Klein and White met with fans, staff and community members to learn about the stories, history, and personality of the Shorebirds and Delmarva. Plan B developed the logos, uniforms, and is providing ideas to enhance the 2010 fan experience.

"The Eastern Shore is home to the greatest baseball fans in America," said Plan B's Casey White. "Our goal was to capture the essence of the Eastern Shore and communicate it through the Shorebirds' look and feel."

The Shorebirds will open its 2010 home schedule on Friday, April 16th at 7:05 pm. Full season, half season, 10 and 20 game mini plans for the upcoming season are on sale now via the Shorebirds website at or by calling 410-219-3112. Shorebirds Baseball... It's a Shore Thing!