Delmarva Shorebirds reveal new logos

New branding is result of two-year creative overhaul

A fierce Shorebird head is at the heart of Class A Delmarva's new brand identity.

By John Parker / Special to MLB.com | February 16, 2010 12:00 PM

The Delmarva Shorebirds unveiled new primary, road and batting practice logos on Tuesday, the result of a two-year overhaul of the Shorebirds' brand.

The new look for the Class A South Atlantic League club was devised by San Diego's Plan B Branding, which also produced new logos for the Lakewood BlueClaws, Mobile BayBears, Richmond Flying Squirrels and Wilmington Blue Rocks this offseason.

Delmarva's updated primary logo features a fierce Shorebird head and appears on the new black home caps. The road caps are emblazoned with the Shorebird peeking through the letter D, while the new batting practice hats proudly display an interlocking D and S.

Black, silver and orange remain the official Shorebirds team colors in homage to the Baltimore Orioles, Delmarva's parent franchise since 1997.

The club's redesigned home uniforms are white with black trim and feature "Shorebirds" across the chest, while the road outfits sport "Delmarva" on gray uniforms with black trim.

"The new redesigned look of the uniforms is a great way to honor the Delmarva community as a whole," said Chris Bitters, the Shorebirds' general manager, in a press release. "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."

Casey White and Jason Klein of Plan B began meeting with fans, staff and community members in 2008 to learn about the stories, history and personality of the Shorebirds and the Delmarva peninsula. "Our goal was to capture the essence of the Eastern Shore and communicate it through the Shorebirds' look and feel," said White.

John Parker is a contributor to MLB.com. This story was not subject to the approval of the National Association of Professional Baseball Leagues or its clubs.

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