Brand Evolution: The Tampa Bay Rays
As a baseball fan and advertising chick, I am absolutely fascinated by what’s been going on in Tampa Bay. Not on the field, but on the uniforms.
Correct me if I’m wrong, but I don’t think it was all that long ago that the team was called the Tampa Bay Devil Rays. Complete with the devil ray fish in their logo (not to mention the word “devil” in their name).
Then I’m guessing some faithful feathers were ruffled, because they became the Tampa Bay Rays – removing the Satanic reference from their name. Plus, their logo replaced the demonic sea creature with a sun ray – you know, the kind you might see in a religious painting. (Or in the sky – hey, I’m not commenting on anyone’s beliefs here, just noticing a pretty big branding change that’s been going on.)
This has all been happening pretty quickly, with little addressing of the changes – as if people really shouldn’t be taking notice. How far will this brand evolution, or revolution, go? Perhaps Tampa Bay wants to really throw caution to the wind and get all avant-garde with their branding selves… Perhaps the next incarnation will start changing the name of the city they play in. Maybe, just maybe, before the players hit the fields this spring, they’ll be the…
Tampa Fay Wrays!
~ Denise Blasevick, @AdvertGirl & CEO, The S3 Agency