To create a new Hispanic-specific brand identity in conjunction
with the team’s new moniker.

Florida’s Gulf Coast is well-known for its shark sightings, its rolling
waves and Hispanic culture. To help illustrate the region’s
distinguishing characteristics, the former Clearwater Phillies
changed its name to the Clearwater Threshers.

But to help better market the club to the large Hispanic population
in the Tampa Bay area, we created a separate brand identity specific
to this baseball-rich culture, and thus the Clearwater Tiburons
(Spanish for “shark”) were born.

We maintained the Threshers’ new color scheme, while creating a
unique logo system based on popular, local Hispanic artists’
renderings of sharks. In these photos and paintings, most sharks
featured three stripes that span across a shark’s body under the
dorsal fin.

In keeping with tradition, the Tiburons’ primary logo incorporates
the whitecaps and waves prominently featured in the Clearwater
Phillies’ primary logo. The rolling whitecap, common in the tranquil
waters off Florida‘s Gulf Coast, is represented by the new stylized
baseball from the Threshers’ new logo.

The 3-stripe theme continues in each logo in the package, including
all jerseys, caps and secondary logos.