New Britain introduces a redesigned Rocky
In addition to making sure their new image was a logical extension of the old one, the Minnesota Twins' Double-A affiliate needed to find a way to stand out among a landscape full of feline entities. After all, the Minor League universe includes Tigers, Mudcats, ValleyCats, Hillcats, Fisher Cats, River Cats, Lynx, Cougars and Catfish. What makes the Rock Cats unique?
The answer to that question is simple: it's the mascot. Rocky the Rock Cat has been entertaining fans since 1995, and in that time has become a recognizable figure in New Britain Stadium and also in the community. The team's previous logo capitalized on the mascot's popularity, and featured a scowling, sunglasses-wearing Rocky, super-imposed over the letters "NB."
Rock Cats President and General Manager Bill Dowling felt a change was in order.
"Our ownership group has been here the past 10 seasons, and we're proud of what we've done," Dowling said. "We have a great relationship with Minnesota, and over 1 million fans have come through the turnstiles over the past three seasons alone. The old logo was a throwback to the prior regime, and we felt it was something we could change for the better. But our intent was never to throw Rocky overboard."
The Rock Cats' new logo features a kinder, gentler Rocky, one who has evolved from smirking cynic to confident leader. The anthropomorphic feline's sunglasses have been removed, and he is now wearing a red and black hat and jersey while peering out from above his baseball glove. Additionally, the words "New Britain Rock Cats" are overlaid across Rocky's midsection. Clearly, this is a mascot who is ready to play ball.
The logo, which was designed by Studio Simon of Louisville, came about after the Rock Cats polled their fans through a website survey and numerous focus groups. It will be featured throughout New Britain Stadium as well as on team caps, T-shirts, and other merchandise.
The club has also unveiled a new logo for its home caps. The letters "RC" resemble a cat's paw and are topped with four sharp claws. This logo will appear on a red hat with a black brim, and will be worn exclusively at New Britain Stadium. On the road, Rock Cat players will continue to wear a cap featuring a red, white, and blue lowercase "nb" sitting atop a streaking baseball.
The Rock Cats will now focus their efforts on getting the word out about their new logo.
"The fan response so far has been terrific," Dowling said. "People just love Rocky. He's more important to this franchise than I am."
Benjamin Hill is a contributor to MLB.com.