[Project]
[Sports · 2026]
Las Vegas Series
A sharp, compact logo direction for Oakland Athletics' Las Vegas Series 2026, built to survive broadcast motion, social compression, and stadium-scale viewing.
[Overview]
Keep the structure condensed, the silhouette decisive, and every version readable at speed while still feeling tied to the event energy of Las Vegas.
A compact mark built for broadcast, apparel, and social. The system stays legible at speed and leaves enough room for score bugs, highlights, and sponsor overlays.
[Client]
Oakland Athletics
[Focus]
Las Vegas Series 2026
[Primary test]
Broadcast recognition
[Applications]
Field, kit, social, signage
[Core idea]
A baseball badge with Vegas pace
[Overview]
Built for broadcast speed
The Las Vegas Series mark had to read instantly on TV, kit, and social. That meant a condensed structure, a decisive silhouette, and no wasted detail.
The strongest sports identities do two jobs at once: they carry emotion in a single frame, then stay stable when sliced into clips, scoreboards, thumbnails, and short-form edits. This direction was built around that pressure.
The field photo from the series became an important proof point. It shows how the logo lands in a live environment, with daylight, distance, and moving players all competing for attention.
[Brief]
Make one frame carry the whole event
The brief was not to make another generic baseball badge. It was to create a self-contained event signature that could identify the series before a viewer had time to read a headline.
That put three constraints on every decision: the mark needed a strong outside silhouette, a clear internal reading order, and enough contrast to survive the distance between a stadium wall and a phone screen.
Las Vegas adds a second layer of pressure. The identity needs some sense of spectacle, but the baseball reference still has to lead. The result balances familiar sporting structure with a sharper, more compressed attitude.
[System]
A compact lockup with a clear reading order
The outer badge establishes the first read. The baseball and Athletics reference anchor the second. LAS VEGAS SERIES carries the event name, while 2026 closes the lockup with a clean date signal.
This hierarchy lets the identity work in both directions: as a full event mark when there is room, and as a recognizable silhouette when the mark is reduced, cropped, or placed beside live game information.
Color is used as structure, not decoration. Yellow-gold separates the badge from the field and broadcast environments, while the dark and white versions protect the mark in one-color production.
[Primary mark]
Full-color SVG
Yellow-gold, green, gray, and white production lockup.
[Production variant]
Black SVG
Single-color artwork for dark ink, emboss, and constrained output.
[Production variant]
White SVG
Reverse artwork for dark uniforms, broadcast backgrounds, and night signage.
[Application]
The field is the first proof point
A sports identity is only finished when it holds in the environment it was designed to enter. On the field, the mark has to compete with grass texture, painted lines, daylight, player movement, and the natural noise of a live venue.
The field application shows why the outer silhouette matters. Even at distance, the badge keeps its shape and the event name remains grouped as one block. That gives broadcast and social teams a reliable visual anchor for crops, recaps, and game-day coverage.
[Public proof]
A mark lives after the presentation deck
The sources below document how the identity moved through rollout, reaction, short-form video, and editorial coverage. They are not decoration around the project; they are the public evidence layer of the case study.
Together they show four useful conditions: the mark being introduced, the mark being noticed, the mark surviving social compression, and the event being placed into a larger Las Vegas sports story.
[Sources]
LinkedIn post
Rollout and behind-the-scenes context
A public-facing rollout reference that places the identity inside the wider Athletics and Las Vegas event story.
Open original source
X reaction 1
Fast audience recognition
Fan-side reaction is useful evidence here: the mark has to register before a post disappears into a fast-moving feed.
Open original source
X reaction 2
Conversation beyond the launch
A second reaction reference shows the identity travelling through conversation rather than staying inside a controlled presentation.
Open original source
Instagram clip 1
Short-form motion proof
Vertical social content stresses the silhouette, contrast, and reading order under crop, motion, and platform compression.
Open original source
Instagram clip 2
The mark in a live feed
A second clip reference helps test whether the identity still feels immediate when it appears as a quick visual beat.
Open original source
Yahoo Sports coverage
Editorial context for Las Vegas baseball
Editorial coverage frames the identity against the larger momentum of Oakland Athletics arriving in Las Vegas.
Open original source