Utah Dirty Sodas
Athletic Branding, Brand Positioning & Strategy, Identity System Design, Logo Design, Naming,OVERVIEW
Let’s get dirty!
In the world of Minor League Baseball, alternate identities are a unique way for teams to extend their brand strategy, increase marketing and content efforts, and connect to its fan base. They are fun, playful, and for the fans!
The Salt Lake Bees approached RARE with the goal of creating an alternate identity that is distinctly Utah – a celebration of the place the Bees call home and the people who make it unique.
As we researched and worked to find the right alternate identity for the Salt Lake Bees, the name “Dirty Sodas” rose to the top. A dirty soda is a soft drink that is mixed with cream, flavored syrups, or juices. The drink first gained traction in Utah and has since spread across the United States, fueled by its popularity on social media and appearances on television. The cultural impact this drink has had on the Utah landscape is unmistakable and impossible to ignore.
We wanted this identity to capture the same sense of fun and indulgence as drinking a dirty soda. The team’s wordmark features a swirling script inspired by soda shops of both the past and present. Bubbles and fizz trailing off the name capture the character of these sweet, effervescent drinks that are uniquely Utah. The mascot, named Swiggy after Utah’s most famous soda chain, is ready to play and topped with sweet cream and a slice of lime.
The red and blue hues within the Utah Dirty Sodas’ color palette were inspired by Swig’s brand colors. Additional colors in the palette represent the brown of a crisp cola and the sweet cream added into the drink.
