Louisville Slugger is a brand with an incredibly strong heritage, but there was no consistence in how the brand was talked about both internally and externally. The brand mark had only changed once, in 1979, in Slugger's 120-year history and it was time to bridge the gap of the past and future of the brand. The new mark would need to convey exactly what Louisville Slugger is: THE Authentic Diamond Sports Brand. No other company can say that it signed the first baseball player like Louisville Slugger can. Now, over 60 percent of all Major League Baseball players use Louisville Slugger products. However, competition from traditional rivals and startups had intensified, putting a premium on capturing the attention of the younger consumer and staying relevant throughout their lifetime in baseball.
Interbrand believed the new focus should be the Louisville Slugger brand and would need to be displayed consistently across all consumer touch points. The choice would need to be made about where the sub-brand, technology story and branding would be located across the entire lineup of products. The future, especially in bats and gloves, will depend on Louisville Slugger's ability to find the proper history/innovation balance and share that in a differentiating story to consumers. Slugger's new identity would need to be unique and compelling.
"After sharing the final work with the internal and external stakeholders, including our partners at Major League Baseball, the feedback has been fantastic. Everyone is thrilled with the new brand identity for Louisville Slugger. The secondary LS mark immediately communicates that we are THE Authentic Diamond Sports Brand!" -Kyle Schlegel, VP of Marketing, Hillerich & Bradsby