Heading into their 5th season at First Horizon Park. the Nashville Sounds – MiLB affiliate of the Texas Rangers – approached Rare Design with the aim of creating a new brand identity fitting of a major league ball club and.
Identifying the narrative anchors visual links that would connect city and club was one of our major challenges during the strategic portion of the project. Without being overly explicit the new identity had to authentically connect to Nashville and resonate with its community.
Ultimately, we combined historic baseball lettering, classic scripts, wood-block type forms. and musical motifs with local icons to strike a cord in tune with the team and their town. My contribution to the rebrand was in the development of the new visual identity, and most prominently, the team’s primary ‘N’ lettermark. Just like a baseball club however, the design work is a team effort and wouldn’t have been possible without.
Though subtle, incorporating the form of a guitar’s F-Hole into the diagonal stroke of the ‘N’ connected baseball with Music City naturally in both concept and execution.