Logo
Stack of Chicago Cubs This Is Tradition media guide booklets angled on a solid bright blue background.
Pedestrian walking past an outdoor Chicago Cubs billboard displaying baseball players on a stadium field.
A black outdoor advertising kiosk displays a blue and red Chicago Cubs graphic poster on an urban sidewalk.
A digital transit billboard displaying a Chicago Cubs baseball game announcement under a Welcome to Chicago sign with a digital clock.
Outdoor billboard structure displaying graphic Chicago Cubs baseball player posters with bold typography and team uniforms.
Outdoor billboard showing a Chicago Cubs advertisement with the Sears Tower and Chicago skyline in the background.
The iconic red Wrigley Field marquee sign outside the Chicago Cubs stadium under a partly cloudy sky.
Overhead point-of-view shot of white sneakers standing near paper sheets with red, blue, and black paint prints on a wood floor.
Wide view of a packed baseball stadium crowd cheering and waving blue rally towels during a Chicago Cubs game.
Stack of Chicago Cubs This Is Tradition media guide booklets angled on a solid bright blue background.
Pedestrian walking past an outdoor Chicago Cubs billboard displaying baseball players on a stadium field.

Chicago Cubs Brand Identity 2026

About

The Chicago Cubs brand identity project serves as a masterclass in modernizing legacy sports aesthetics while maintaining the deep, emotional resonance of a historic franchise. Under the creative direction of Kent Carmichael, Peter Carnevale, and Scott Serilla, with design contributions by Christopher A. Ritter, the campaign successfully bridges the gap between stadium heritage and contemporary media consumption. The work leans into a strategy of visual repetition, utilizing the recurring prompt of THIS to command attention across diverse touchpoints, from digital transit kiosks to massive outdoor billboards. By blending high-contrast commercial photography with raw, lifestyle-driven reportage, the identity captures the kinetic energy of a live-action game day at Wrigley Field. The aesthetic is anchored by deliberate typography and bold, cinematic color blocking that mirrors the iconic Cubs palette. The team’s commitment to a cohesive narrative is further highlighted by a behind-the-scenes look at the creative process, where ink-based experimental layouts suggest an iterative, human approach to brand building. Whether framed by the dramatic natural light of a golden hour cityscape or integrated into the bustling urban architecture of Chicago, the identity channels a sense of tradition that feels fresh, urgent, and undeniably local. This multifaceted project establishes a robust visual language, proving that even the most established legacy brands thrive when they allow their graphic identity to evolve alongside their passionate audience.

Brand

Chicago Cubs

Credits

Christopher A. Ritter
Design
Kent Carmichael
Creative Direction
Peter Carnevale
Creative Direction
Scott Serilla
Creative Direction
Chicago Cubs
Photography

Styles

HorizontalCommercial
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