Case Study: MLB modernizes its iconic brand system with Mother Design

MLB modernizes its brand system over a 2.5-year partnership with Mother Design

The customer, Major League Baseball (MLB), sought to modernize its brand and design system to engage a new generation of fans without losing its historic identity. The vendor, Mother Design, was tasked with redefining the parent brand’s architecture and visual identity system to bring greater energy and cohesion to the vast MLB ecosystem.

Mother Design's solution centered on the concept of "Modernize Nostalgia." They developed a comprehensive new design system, including a custom suite of five typefaces, a refreshed color palette, and graphic elements all inspired by baseball's rich visual heritage. This revitalized system provided MLB with the flexibility to propel the brand into its next era, resulting in a timeless yet fresh identity that was successfully rolled out across the league's array of sub-brands and experiences over their two-and-a-half-year partnership.

MLB