MLB
MLB
2026
What we did
Industries
Established in 1869, Major League Baseball is the nation’s longest-running professional sports league and one of the most iconic institutions in global sport—playing a defining role in shaping American culture and identity.
In recent years, Major League Baseball saw an opportunity to reignite fandom and deepen its connection with a new generation of fans. In response, the league embarked on a sweeping evolution both on and off the field, introducing new rule changes alongside a bold brand platform from Wieden+Kennedy, ‘Baseball Is Something Else’.
As part of this transformation, MLB set out to modernize its overarching brand and refresh its design system to elevate the sport and engage a new generation of fans. We were tasked with redefining the parent brand’s architecture and design system—bringing greater focus, energy, and cohesion to the vast MLB ecosystem and helping propel the brand into its next 145 years.
Modernizing Nostalgia
The first step in our process was research. From the outset, it was clear that while the league carries nearly a century and a half of heritage, the design system wasn’t fully leveraging that depth of history. There was a shared acknowledgment among Major League Baseball leadership that the brand needed to evolve beyond “America’s Pastime”—building toward the future without abandoning the past. This insight led to the central idea that our work rallied around: Modernize Nostalgia. We identified the most iconic elements of baseball’s visual heritage and set out to refresh, recontextualize, and reinterpret them for renewed relevance, greater flexibility, and stronger emotional connection. This approach became the guiding principle across every element of the design system.
The MLB “Batterman” logo, designed by Jerry Dior in 1968 and widely considered to be an iconic and timeless mark, has remained unchanged. The MLB wordmark has been updated to align with the broader system
Typography
The foundation of the design system is a custom suite of five typefaces that reference historical typefaces found throughout baseball’s history. This suite was developed in partnership with an all-star team of type designers.
Graphic Elements
The foundation of the design system is a custom suite of five typefaces that reference historical typefaces found throughout baseball’s history. This suite was developed in partnership with an all-star team of type designers.
Designed by MLB
Design by MLB
Rollout and Implementation
Toward the end of our engagement, we partnered with internal teams to roll this work out across the league’s vast array of sub-brands, providing design support and consultation as new events and experiences were developed, including Rickwood Field and MLB Together. Over the course of our two-and-a-half-year partnership, we built a brand system for MLB that is both timeless and fresh — grounded in baseball’s history while revitalizing it for the sport's future.
Tripadvisor
Refreshing a globally recognized travel icon
