Rebranded – Altoona Curve

Jason and I are proud to introduce the rebranded Altoona Curve. There are a ton of hidden symbols infused into this new brand. I know we’re only showing you the primary. I’m going to save my favorite part of this redesign for a later post when I can illustrate it more clearly. I’ll just say that it’s one of the coolest twists to an Official On-Field that we’ve ever created. Big ups to the guys in Altoona for going for it.


18 thoughts on “Rebranded – Altoona Curve

  1. What does “Curve” refer to? What’s the story? I like the beveling on the letters, but the light source on the letters does not match the light source on the conductor’s face. I really like the conductor’s eye, and sense of motion. I’m very curious to hear more about this rebranding effort. Are they AA ball?

  2. Sorry, didn’t mean to rain on the parade by noticing the light source issue. Logo still looks great. I am dying to see the other parts of the identity!

  3. 100% Agree with Kevin, that curving rail logo is fantastic. The old Curve logo set was dull, it just looked faded and bland. This is a huge upgrade.

    Though I can’t help but mention a comment on uniwatch about how PlanB is destroying teams individual identities with all their logos. I can’t tell you what the hell this guy is talking about. The Flying Squirrels, the Curve, the Tourists, the Storm Chasers…Not seeing anything any of these logos have in common.

    Keep up the awesome work, I can’t wait to see what the full set you and Altoona have come up with.

  4. You guys hit a homerun with this one, more so because I live a couple hours away form the Altoona ballpark. I like the colors, I like the sleeve badging, just knock out work. I can’t wait to buy the cap. But I like all the work you guys have done in re-crafting images for teams. I have yet to see a bad one.

  5. Ian- as a big Uni Watch fan I can see where some of the critique of the body of work is coming from. Not the over-the-top tone, but it’s the internet and it’s 2010, people are over-the-top all the time now.

    Over time, in a full body of work, the cartoon figures start to feel a little obligatory. Individually, a lot of them are great and a lot of fun. Love the squirrel for example, the Tourists moon guy has grown on me. Don’t love the engineer, but it’s an attempt to go a different direction with a train-themed identity. And the anthropomorphic tornado for the Storm Chasers is a little too Lansing Lugnuts for me and almost feels forced. All that said, the Plan B team does a really nice job tailoring for the clients. It’s not hard to see identities that almost feel paint-by-numbers. But for me, as an outsider, the cartoon figures are starting to have a little of that checklist feel.

    As for the Curve- when it comes to MiLB, for me, it’s about balance between classic (this is baseball) and the fun factor. Hit the right balance and a look can last for a long time. To me, the iconic minor league cap is the Lookouts C-eyes. Simultaneously classic and fun. Not loving the engineer, but the package overall is right in that zone of what I like. And I love the Keystone A, on a cap, that’s a look that can last for 50 years.

  6. Not feeling it guys.
    Understand the railroad inspiration.Just poorly executed.
    Maybe your plate is too full.Can’t really understand the cartoon conductor.Is that a jaw line or a state outline?
    Inspired by the Ironpogs with the rivets?
    Shake it off and go with a leaner cleaner look on future designs.


  7. Over all a lot better than the old logo set but, the conductor guy in the main branding logo looks out of place to me. The “C” logo is great however I can’t get past the fact the rails in the logo are wood while the planks are steel. Don’t trains ride on steel rails with wooden ties or planks?

  8. Great call, A. LeRoy. I was just about to point that out myself. In the “C-rail” logo the rails are colored brown, while the ties are colored grey. One would think that steel rails should be depicted as grey, while wooden ties should be depicted as brown.

  9. I was just reading the press release that accompanied the unveiling of the marks. Said release claims that, “[i]t’s believed the Curve is the first and only professional sports team in the commonwealth to use the keystone as part of its primary mark”. That’s not true. From 1979 to 1983, the original Pennsylvania Stoners of the American Soccer League – both the team and league were professional entities – sported a primary mark that featured a soccer ball with keystones replacing the darker panels.

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