American Family Insurance unveiled on Thursday the new logo for the Milwaukee Brewers ballpark, which will be renamed American Family Field effective Jan. 1, 2021.
The stadium will continue to operate as Miller Park, the name it has held since it opened in 2001, for the rest of this year.
Madison-based American Family and the Brewers collaborated on the logo. In January, American Family announced the new ballpark name as part of a 15-year partnership and naming rights deal. The agreement also included a community involvement component, as well as naming rights at the Brewers spring training complex, American Family Fields of Phoenix.
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“The American Family Field logo we unveil today is as much about the Brewers and their fans as it is about us, and that sentiment is reflected in the logo’s design,” American Family President Bill Westrate said.
The American Family Field logo features the distinctive rooflines of the ballpark and the American Family logo, which is changed from its traditional red to the yellow used by the Brewers in their logo and uniforms
“Our relationship with the Brewers, as well as the city of Milwaukee as a whole, is built on a spirit of partnership and collaboration, and we wanted the ballpark logo to show that. The logo showcases and celebrates both organizations,” American Family marketing vice president Sherina Smith said.
American Family and the Brewers conducted extensive consumer research to help determine the final logo, including various design and color variations. The two organizations worked with Infinite Scale of Salt Lake City, Utah, on the new stadium name and logo.
Variations of the logo will appear most prominently at three locations: On the exterior side of the ballpark over the main entrance facing I-94, replacing the ballpark’s current featured sign; on top of the scoreboard; and on the major free-standing sign adjacent to I-94.
The precise designs and dimensions at each location is being finalized and will be released later this year.