JetHawks reveal new identity
The new identity represents the first change to the team's logos and color scheme since prior to the 2001 season.
The new primary logo pays tribute to the Antelope Valley's rich tradition of aerospace and military history while providing a sleek, updated image for the 13-year-old franchise. The primary colors will be navy blue, brick red, tan and cool gray. The primary logo features a statue-like hawk's head displayed between two military-style wings underneath the words "Lancaster JetHawks" and over two crossed baseball bats and centered baseball.
"We are proud to begin a new chapter in JetHawks history with the introduction of this team identity," explained JetHawks General Manager Brad Seymour. "We feel the new logo and color scheme provide us not only with a great updated image that will be popular in our community, but it also honors the local history by which our team is named for."
The new identity was developed by Louisville, Kentucky-based Studio Simon, the sports branding firm also responsible for the previous two versions of the club's logos in 1996 and 2001. In addition to being the leader in Minor League Baseball identity design, Studio Simon's portfolio of work encompasses virtually the entire sports landscape, and includes the event marks for two Super Bowls and two NFL Pro Bowls, the brand identity systems for the 2003-2007 Baseball Winter Meetings and the venue marks for Philadelphia's Citizens Bank Park and Lancaster's own Clear Channel Stadium.
"For the new identity, we found the perfect inspiration in the WPA-era, art deco style sculptures that were often found ornamenting federal building projects in the 1930s," said Dan Simon of Studio Simon. "By then handling this reference in a more contemporary manner, we were able to help the JetHawks achieve their vision of having a fresh identity that still recognized the community's history."
The JetHawks will wear white home uniforms, featuring "JetHawks" across the front chest in brick red outlined in navy blue. The uniforms will be complimented by brick red New Era caps featuring the "JetHawks Shield". While on the road, the club will don traditional gray uniforms with "Lancaster" prominently displayed across the chest in brick red outlined in blue and wear a navy blue New Era cap featuring an outline of the "Hawks Head". The team will also wear an alternate brick red jersey featuring the "JetHawks Shield" on the left chest. The batting practice hat will feature the "JetHawks Shield" and wings on a navy blue crown and brick red visor.
Merchandise featuring the JetHawks new team identity is available now at the JetHawks Gift Store located at Clear Channel Stadium and also on-line at www.JetHawks.com. The JetHawks open the 2008 regular season on April 3 at High Desert before returning to Clear Channel Stadium for the home opener on April 10 against the Lake Elsinore Storm. Tremendous ticket packages starting at only $56 are available for purchase now by calling 661.726.5400.