2009 was a banner year for the Yankees – brand new stadium and a World Series Championship. With the launch of the 2010 season, the Yankees needed to re-energize their fan base to drive sales of season tickets. They needed something new to celebrate after a year of greatness.
How do you create new excitement?
In defining a visual strategy for the Yankees 2010 season, we saw a unique opportunity to leverage the Yankees legacy of greatness including the most celebrated season in Yankees’ history.
Our visual strategy is anchored by an identity to define the 2010 season. The “27 Championships” logo celebrates the Yankees’ dynasty of World Championship wins from Mantle to Jeter. With the identity as a focal point, the design system that extends across an array of fan communications from tickets to brochures, in stadium signage and collateral materials.