BASEBALL TEAM CORPORATE IDENTITY DESIGN: ARTISTIC AND TRADITIONAL CULTURE ASPECTS

Abstract

The purpose of the article is to analyze the design of baseball team logos and create an original baseball club logo based on the identified trends. The analysis of the logos of baseball teams in the United States, China and Ukraine showed that the logos mainly depict elements related to baseball; elements of national cultural heritage; the name or monogram of the team. At the same time, the logos of baseball teams in the United States and China have pronounced features of shape, icon and color scheme. Baseball team logos in the USA often use a round shape. Blue and red are popular colors. The logos of Chinese baseball clubs mainly have a combined structure of the emblem, which accommodates the mascot of the club (zoomorphic or anthropomorphic), a baseball tool and the name of the club. The logo colors of Chinese baseball teams are black, white and warm colors: red, orange and yellow. Blue is also used. Based on the results of the analysis, elements of the corporate identity of a baseball club were developed: logo, branded colors, branded font. The main components of the corporate identity project are sports equipment, printing and souvenir products.