To be clear, when George W. Bush talked about how "terrorists hate our freedom," he was talking about apple pie, Coca-Cola, and Minor League Baseball. He was talking about giving a cartoon ostrich a bad attitude and making it a team's logo. He was talking about using an "F" with fists as an alternate logo. He was talking about a tough-looking hotdog as another alternate logo. And he was talking about the concept of having two completely unrelated alternate logos.
Terrorists would hate the new Reading Fightin Phils uniforms, and that's why they're awfully amazing (and amazingly awful).
The standard "Home" uniform and everything about Bunbino (including his name and bad attitude), and the anthropomorphized "F" who looks like he's had a few too many and he's ready to mess your world up are great. The feathering of the letters and logos to keep the ostrich theme going is a nice touch. The whole thing, even the components I don't like, is "fun." Sure, it has the slight odor of "branding exercise," but I think families (read: kids) will love this stuff until they need to replace some of it in a few years when the gimmick wears off. Yes, I realize "gimmick" is probably the most dismissive term I could use, but Minor League Baseball's marketing currency is gimmicks.
The other "Fightins" uniform:
The fact that nothing is integrated between the two "Fightins" designs and the two "Baseballtown" designs doesn't help things. Essentially, the away uniforms are just a hodgepodge of branding, as if Brandiose, the marketing firm paid to realize this re-design was given a "things unique to the Reading Phillies" bulleted list, and simply wrote "OK" next to each item. The away uniforms saying "Baseballtown" instead of "Reading," because it apparently "resonates" (more on this later) with fans in other cities when Reading is the visiting team, is ridiculous (in a bad way). The "our color scheme is every color" color scheme is the worst kind of compromise. Why isn't the "Fightins" solid blue jersey navy instead of "Iris Blue?" Implying there's anything "classic" about either of the "Baseballtown" jerseys is painful; they're just a mess of kitchen sink uniform design, which, of course, might be not unreasonable for a minor league team.
The Ostrich. If there had been some historical moment where there was an ill-advised and poorly planned petting zoo at a pre-game event in Reading and something ostrich-related happened (mass bitings, the infield being torn apart in a turf war between two competing ostrich gangs, a first baseman getting kicked in the head, etc.), sure, play into that history once enough years have passed, and it's "funny" instead of "civic embarassment." Tying the semi-primary logo to the admittedly ridiculous (in a good way) crazy peanut vendor is a stretch. I actually liked the concept of the logo/mascot more before I read about its inspiration. I hate those damn birds. (I prefer my flightless birds cute and cuddly, thank you very much.)
[If the Reading Phillies ever institute an ostrich race as between-innings entertainment, consider me to be the first volunteer.]
What Straddles the Line?
The name. I need to be fair here; I was concerned that anything other than "Phillies" would be completely absurd and simply wrong. "Fightin Phils" is about as good as it could possible be… if it's considered necessary to make a change. I don't love that the official name is two abbreviations, and teams with long names, such as the Diamondbacks, have simply abbreviated the name on jerseys to address the obvious spacing concerns, but, oh well. Their press release establishes that the team will be known as "The Fightins," though the actual success of the name will be determined by whether fans take it up or just continue calling them the "Phillies." The fact that they claimed the re-branding would help the people who apparently think they're in Philadelphia when they pull up to a 9,000 seat stadium… in Reading… is disingenuous to the point of being insulting to anyone in earshot.
Much more, including general thoughts about their re-branding and a Press Release Takedown (PRT? Kyle, can you make this a recurring thing?) [editor's note: done], after the jump.