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Volume 25 No. 177
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Marlins Unveil New Logo, Uniforms In Latest Franchise Makeover

The Marlins on Thursday "rolled out new uniform colors and a re-designed 'M' logo, one more cosmetic touch in a total franchise makeover" as Owner Bruce Sherman and CEO Derek Jeter "continue to distance themselves from the past," according to Clark Spencer of the MIAMI HERALD. Gone are the "orange uniforms introduced by previous owner Jeffrey Loria when the team moved into Marlins Park" in '12, and in comes "Caliente Red, Miami Blue, Midnight Black and Slate Grey -- a scheme that is kinder to the eye." The block “M” logo -- "one that featured five colors -- is also giving way to a curvier, more stylish 'M.'” The Marlins under Sherman and Jeter have "launched a marketing campaign geared toward South Florida’s Hispanic community as they try to fill seats." The Marlins had the "lowest attendance in the majors last season and have dealt with poor crowds for years" (MIAMI HERALD, 11/16). In Ft. Lauderdale, Wells Dusenbury notes the Marlins "teased their new logo for the past week with their #OurColores campaign." Each day, the team "revealed pictures of its new color palate and pieces of their new uniforms on social media" (South Florida SUN SENTINEL, 11/16).

PULSE OF THE TOWN: The AP's Steven Wine noted the Marlins "chose colors found in the large variety of cultural flags flown in South Florida." The team said that the script was "influenced by typography commonly found in Latin-American culture, with a font style and accent colors reminiscent of the 1950s Miami Marlins minor league team, as well as the Havana Sugar Kings of the same era." Jeter: "We tried to capture the energy and diversity of Miami. We listened to our fans. We took a lot of time looking around Miami" (AP, 11/15). The logos are "intended to look like the city's famous neon nightclub signs" (USATODAY.com, 11/15).

LOOKS AREN'T EVERYTHING: In Ft. Lauderdale, Dave Hyde writes Jeter "re-branded the franchise for the fourth or maybe fifth time in its 25-year history" on the same say Brewers LF Christian Yelich won NL MVP after being traded from the Marlins last winter. Hyde: "That sums up South Florida’s sports world, right? We lead the league in new logos and infernal regret. We watch athletes lose here and win there" (South Florida SUN SENTINEL, 11/16).