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Hub City Spartanburgers is the newest addition to Minor League Baseball’s branding. They were just announced yesterday. Newly relocated Single-A Texas Rangers from Kinston in North Carolina will now play at Spartanburg. Spartanburg, South Carolina, was given the nickname Hub City due to its historical role as an industrial and commercial hub.
In 2021, the team will revive the Spartanburgers nickname, which was given to a collegiate summer-level franchise that played in the Coastal Plain League.
Dan Simon’s Studio Simon designed the Spartanburgers logo, featuring an unnamed hamburger, as well an anthropomorphized slice of pickle and a spatula named Chip and flip. Spartanburgers, although it appears in the logo as a stacked and broken-up word, is actually one single word.
The burger wears many different hats, just like many Minor League Baseball players. As seen in different logo versions, the burger character wears an engineer cap to pay homage to railroads; a Cowboy Hat to honour the team’s parent organization; and finally a Baseball Cap because, well, that’s it.
Neon arrows and the typographic stylings of the brand reference signage from establishments where one might find a hamburger—or even a Spartanburger.
Simon told a local audience that burger joints are known for their famous hamburgers. “The Beacon Drive-in, in Spartanburg, is a great example of this,” he said. “The typography is meant to emulate the distinct elements you find on signs at eating establishments,” said Simon.
The C of City is surrounded by a C of Hub City, which has a cap of an engineer resting upon it.
This brand is unusual, and especially if it comes from Studio Simon. It features many different colors. As it turns out, the decision to use a six color logo was one of taste.
Simon said, “We discussed whether we could go beyond the unwritten four-color rule.” Every time we removed the lettuce, tomatoes, cheese or another colour for the bun it seemed incomplete. The lettuce, tomatoes, and cheese made it look better. We also thought it would taste better. We decided, damn the tomatoes….”
The Carolina League Down East Wood Ducks will be the first Minor League Baseball affiliate to move to Spartanburg in 30 years when they relocate there for the 2025 Season.
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