Step 1. Logo Analysis
Name: Atlanta Braves (MLB)
Sport: Major League Baseball
Established: 1871
Description of current logo
Atlanta Braves Primary Logo (1990-Present)
The current Atlanta Braves Primary logo has evolved form a some-what controversial topic to a now more subtle design. Braves is outlined in navy with scarlet fill alongside a scarlet tomahawk.
The current Atlanta Braves Primary logo has evolved form a some-what controversial topic to a now more subtle design. Braves is outlined in navy with scarlet fill alongside a scarlet tomahawk.
Atlanta Braves Wordmark Logo (2012-present)
The current logo for Atlanta Braves was introduced in 2012. Decorated with fill in scarlet and navy outline which will be place on a cream coloured uniform.
ATLANTA BRAVES LOGOS LINK
The current logo for Atlanta Braves was introduced in 2012. Decorated with fill in scarlet and navy outline which will be place on a cream coloured uniform.
ATLANTA BRAVES LOGOS LINK
What is concept/theme behind the design?
The initial concept behind the logo is said to be slightly influenced by owner James Gaffney’s allegiance to Tammany Hall, which used the Indian head as their logo.
Motifs
Many motifs are incorporated within the logo design over the years. Some of the motifs include the controversial Native American head and tomahawk, but Doves, Rustlers, Beaneaters, and Bees as well.
The current motif incudes the Braves wordmark logo as well as a native American axe wrapped in yellow lace a symbol of Native American culture. The current logo can be associated with the Native Americans but if analysed deeply not in a good way. The current motif is identifiable but not as much as the previous more controversial logo of the laughing Native American head.
Has it changed to be more culturally appropriate?
Many motifs are incorporated within the logo design over the years. Some of the motifs include the controversial Native American head and tomahawk, but Doves, Rustlers, Beaneaters, and Bees as well.
The current motif incudes the Braves wordmark logo as well as a native American axe wrapped in yellow lace a symbol of Native American culture. The current logo can be associated with the Native Americans but if analysed deeply not in a good way. The current motif is identifiable but not as much as the previous more controversial logo of the laughing Native American head.
Has it changed to be more culturally appropriate?
Yes, I believe the logo has evolved to be more culturally appropriate in many ways but is still disrespectful towards the Native American community . The original Indian head was seen as a racial, and elements such as eagle feathers, ceremonial paint, music, and dance, are mocked during the course of the game. These practices are considered disrespectful of their cultural, spiritual and intellectual property rights.
Personal thoughts and feelings
I believe the use of motifs and other elements through-out their logo is disrespectful. These symbols of their culture are sacred to Native Americans and the use of their motifs and cultural practices in such a commercial way should be deemed inappropriate and be treated with more respect.
The intentions of the logo have been met but not without a long record of controversy over the years.
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