Growing up in Northeast Ohio, I've supported the Cleveland Indians for pretty much my entire life. I never gave it a second thought. After taking my son to a game, it finally hit me — 1) I've inherited a poor-taste, brand identity without actually questioning it and 2) if I wanted my son to support Cleveland baseball, I'd have to push for a better way than the current, Block C quick fix.

This made me ask the questions — What makes Cleveland baseball great? Is it the current name and identity, or is it the great team, the great city, the colors and fans? Then the challenge became simple — can Cleveland's baseball team swap identity and still feel like the face of Cleveland baseball.

Is this the answer? Maybe not. But if it was, I wouldn't mind.

As a note, the Cleveland Catfish was a proactive project. Since then the Baseball in Cleveland has been rebranded to the Cleveland Guardians. Not a single thing has been made for sale. The beautiful fonts used in this project are slightly modified versions of Greycliff and GT America.