This is a very old entry — images are small, formatting is off.
Round Rock Express is a minor league baseball team located just north of Austin, TX. Earlier this month the team announced that it would be changing leagues and affiliation from Double-A with the Houston Astros to Triple-A with the Texas Rangers, the current American League champions (who defeated the New York Yankees for the title, thank you very much). To coincide with this change the Express unveiled a new identity designed by Louisville, KY-based Studio Simon, that will debut in 2011.
The main reason I was attracted to this story is because of how bad the old logos were. Just very painful. We talk a lot about how to reproduce and embroider gradients, but flat-color complexity is equally problematic. The new set of logos are all perfectly aligned with sports branding and, while it may be overly predictable, this one is very nicely done within that aesthetic: the points are sharp, the dimension is hard, and the outlines are thick. The main logo is the most successful evolution probably as it’s a good integration of various elements — baseball, Texas flag, Wild West typography, and the “cattle catcher” front end of the locomotive. The alternate “E” fused with the cattle catcher is a little wonky and off, but a definite visual improvement over the old one. Overall it’s a nice theme evolution, keeping with the train visuals but making it all look more menacing and professional.