As Phoenix natives ourselves, Moses set to work envisioning what Spring Training in Arizona really meant. After all, as any good Arizonan will tell you, there’s baseball and then there’s Spring Training.
For the average visitor, Spring Training isn’t just a series of warm-up games, it’s an entire experience filled with nostalgia and a notable Arizona signature. Moses needed visuals that would simultaneously capture the spirit of Spring Training without being too busy.
With a classic Americana look and visuals that combined the desert with the sport itself, Moses created a logo that was deemed “fresh and full of energy” by Cactus League President Mark Coronado. Since its showcase at the annual Cactus League kick-off, the logo has gone on to represent the league in all its future endeavors.
A home run that hit close to home, Moses was honored to be tasked with giving the brand a new look. “We know baseball, and we know tourism,” said Louie Moses. “Spring Training is so vital to Arizona and we’re proud to play a role in creating the image that will be seen by millions of people across the country.”