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AquaSox Put the "E" back in Everett

Everett AquaSox announce Brand Extension
March 31, 2010
EVERETT, Wash. - The Everett AquaSox (Short-Season Class "A" Affiliate of the Seattle Mariners) are excited to announce an extension of the AquaSox brand, including enhanced logos and uniforms. The new look is part of a nine-month creative overhaul of the AquaSox franchise.

Launch Photo Gallery

"We truly believe that the AquaSox brand is one of the most unique in all of Minor League Baseball and we are excited to add to that, with the unveiling of the new logos and uniforms," said Executive Vice-President Tom Backemeyer.

The new look features a "Trident-E" cap logo, a play on the Seattle Mariners "Trident M" logo of the 70's and 80's. Fans will also enjoy the new "Socks" logo and a refreshed "Primary" mark. The new team lettering, also in the 70's and 80's style, celebrates the AquaSox 16-year partnership with the Mariners.

"The Frog will always be a part of the AquaSox, however adding the Trident E is significant in that it re-enforces our strong partnership with the Mariners, while the Socks logo is a natural fit and represents the fun and unique experience that our fans enjoy every time they attend an AquaSox game," stated Backemeyer.

The AquaSox are the first Minor League Baseball team to build their identity based on their affiliate's throwback logos.

The AquaSox will sport three different uniforms in 2010, all of which incorporate the new team lettering and logos. The white home uniforms will feature "AquaSox" across the chest, on the sleeve they will have the "Socks" patch and will continue to don the traditional "Frog" cap. On the road the team will wear traditional road grey's and will have "Everett" across the chest with the "Primary logo" on the sleeve and will wear the "Trident E" hat. The alternate jersey features the "Trident E" and will be worn with the "Socks" hat.

The AquaSox 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 last July when Klein and White met with fans, staff and community members to learn about the stories, history, and personality of the AquaSox and Everett. Plan B developed the logos and uniforms, and is dreaming up enhancements for the 2010 fan experience.

"Everett loves their beloved AquaSox, their Mariners and Mariners throwback apparel," said Plan B. Branding partner Casey White. "The AquaSox new look marks the next era in AquaSox baseball and celebrates 16 fantastic years with the Mariners."

Fans can purchase the new merchandise, including the official game caps, t-shirts, replica jerseys and more by visiting or the AquaSox Team Store in Everett.

The AquaSox begin their 2010 home campaign on June 21st vs. the Yakima Bears. For more information please visit or call 425-258-3673.