An Appeal to the Design-Minded

DEAR Halos Community and hopefully, the Angels Marketing Department,

I grew up a California Angels fan and frankly lost interest when Disney bought the team and wrapped it in periwinkle pinstripes and cartoon wings.

As an illustrator, I understand how design can crystalize feelings about practically anything.  When it comes to branding a sports franchise, there are few opportunities to completely reinvent a team's identity.  It typically happens after an ownership change, a scandal or a terrible losing season - the kind that makes you want to sever all memory with those icons.  

My return to the Angels came in Spring Training of 2002 when the new uniforms were introduced.  The Angels were rumored to be up for sale and the Disney team ditched their family-friendly fluff for a sharp and bold typeface.  The overhaul didn't stop there.  Color became an expression of strength and passion; Red and White Home unis with Road Grays.  

It may sound silly, but this was a team I could rally around - a team I was proud to wear.

It turns out I came back to root for my home team just in time.  I credit some part of our World Series season with the power of iconography and color.  Our success the last decade is inextricably tied to our design in memory and going forward, you do not want to completely reinvent the wheel.

You can however, evolve a palate.  We did it before with the introduction of the red top unis.  You also have an option with the Blue trim - but I think it distracts and dampens from your main message - Angel Red.  The one cool change we've added recently and can build on is the Golden Halo.  Introduced for the 50th anniversary, the gold adds a bit of complementary pop to this year's gear.

What better way to add to our design language than to keep the Golden Halo going forward?

It tells a story:  From now on, the Golden Halo will represent a team that is not just turned 50 years old, but has 50 years under its belt and is moving forward with tradition.  Plus it introduces another color - when used correctly - to reinforce our story for years to come.