To create an innovative brand identity package, incorporating the
region’s rich frontier history with the city’s famous landmarks and
institutions.

Located within Boone County and approximately in the center of
Missouri (equidistant from Kansas City and St. Louis), Columbia is
home to the flagship institution of the University of Missouri system
(Mizzou). Only one other Missouri city (Springfield) hosts an
affiliated Minor League Baseball franchise. As affiliated and
independent baseball teams look for new venues and larger fan
bases, Columbia is widely considered as one of the top markets for expansion and
relocation.

We chose a moniker unique to the sports marketplace while
maintaining a link to the city’s past. The “Columbia Boonies”

highlight the city’s name and one of the key figures, Daniel Boone.

In lieu of a cartoonish pioneer logo overused in all “Wild West”
applications, we developed an icon that incorporated Boone’s
famous raccoon cap set within two customized fonts (on the jersey
wordmarks and on the cap logo). The primary logo is enclosed by
an Indian arrowhead badge that features six, ivory columns
representing Mizzou’s famed Columns.

The color palette features a combination never used by any sports
property: Scout Green, Maize Gold, Sunset Red and Column Ivory.