(Est. 1901) “The Chicago White Sox are an American professional baseball team based in Chicago, Illinois. The White Sox compete in Major League Baseball (MLB) as a member club of the American League (AL) Central division. The White Sox are owned by Jerry Reinsdorf, and play their home games at Guaranteed Rate Field, located on the city’s South Side. They are one of two major league clubs in Chicago; the other is the Chicago Cubs, who are a member of the National League (NL) Central division. One of the American League’s eight charter franchises, the franchise was established as a major league baseball club in 1901. From 1901-2018, the White Sox have an overall record of 9211-9126 (a .502 winning ‘percentage’).” (Wikipedia)
CONTINO (New York, NY)
The new “White Sox” script logo has been designed to fulfill the desire for an alternate home jersey. The style of the wordmark pulls elements from the prior “White Sox” script logos as well as characteristics from the current “Chicago” script. It features minor bumps and hiccups along the contours of the letters as a nod to the imperfections of baseball’s rich aesthetic history while still creating a unique mark with its own distinguished personality.
Images (opinion after)
With the MLB’s Player Weekend as a debut opportunity, the White Sox have introduced a new alternate logo that fills an odd gap in the team’s identity, which hasn’t had a “White Sox” treatment since 1990. Designed by CONTINO in that unique Jon Contino-esque style, the new logo is pure vintage design joy, with wobbly lines, expressive letterforms, and an undeniable baseball flavor. The logo looks rugged, authentic, and fun and it expands amazingly into a full alphabet for even more ruggedness, authentic-ness (yes, I know the right word is authenticity), and fun-ness. Amidst the controversial all-white and all-black jerseys approach for Player Weekend enforced by the league, the new White Sox logo looked dope as hell on the black uniforms.