Sports Logo Case Study #10—The Green & Gold A’s

The tenth in an ongoing series of entries about vintage sports identities. Sports fans, as I have often said, are the most ardent brand loyalists on the face of the earth. There are stories to be told here at the intersection of art, commerce, history, and fandom.


The visual world of Major League Baseball in 1962 was a fairly drab affair. Home uniforms were uniformly white, all road uniforms were gray, and the core color for every one of the 20 MLB clubs was either black, blue, or red.

Enter Kansas City Athletics’ owner Charles O. Finley. Variously described as caustic, flamboyant, overbearing, and petty, he was also a self-made millionaire, a marketing genius, and a man with plenty of innovative ideas.

In January 1963, Finley unveiled a plan that rocked the colorless world of professional sports and propelled it into the jet age, at least as far as aesthetics are concerned.

He announced that he was seeking permission to dress his team in vivid green and gold uniforms. Not only that, but in a complete reversal of tradition his original plan was to have the A’s wear white on the road.


The proposal was instantly met with ridicule and astonishment. A January 26, 1963 column in the Milwaukee Sentinel by Lloyd Larsen said of the color scheme “Offhand that sounds a bit amateurish if not downright clownish… The point is that garish color can’t help the club either way – at the gate or on the field. So why mess around?”


Finley supposedly chose green and gold in honor of his favorite college football team, Notre Dame. Other accounts indicate that the combination was his wife’s favorite colors. In any case, Baseball’s rules committee approved his request at a meeting in New York on January 26. When the A’s took the field for their home opener on April 9, they became the first big league club to wear anything other than a white, gray, or light blue jersey since the Chicago White Sox sported dark blue uniforms in 1931.

1963 A'S ALT

A May 1963 Sports Illustrated article entitled “Everything’s Green & Gold In Kansas City” quoted Finley as saying “This is the age of color. You’ve got to have color if you’re selling.” The story goes on to say:

Finley decided that the traditional baseball uniform of white or gray was too drab. Kansas City, he announced, would wear uniforms of bright gold with green sleeves, socks and caps. (“Kelly green and Finley gold,” Jerry Lumpe calls it.) Finley selected the colors because he happens to be crazy about green and gold. The Kansas City players are less crazy about the colors, but there is little they can do except blush. On opening day, when the players filed cautiously down the runway into the dugout, Gino Cimoli told a reporter, “Say-one word and I’ll deck you.” Now, after one month, the players have almost stopped wincing when the opposing bench jockeys yell, “Hi there, beautiful.”

A's BUTTONThe rest of the Major Leagues began their slow march toward a more colorful world the following season when the Chicago White Sox adopted powder blue road uniforms. Starting in 1970, the switch from flannel to double-knit material helped usher in a vivid technicolor era in MLB. By 1973 every Major League club was wearing polyester—the Expos, Royals, and Yankees were the last holdouts. The 1971 Baltimore Orioles saw action in bright orange jerseys and pants, Atlanta started wearing blue road jerseys in 1972, and San Diego wore yellow/gold uniforms both at home and on the road the same season. The revolution reached its zenith in 1975 when Houston introduced their rainbow uniforms. 25 of the 30 MLB clubs have an alternate colored uniform as part of their ensemble in 2014.

In March 1964 Finley provided more insight into his thoughts on his and other teams’ uniforms:


In 1965 the A’s had their manager and coaching staff wear white caps, thus differentiating them from the players.

Finley and the Athletics further shocked the baseball world in 1967 when they introduced white shoes, a franchise hallmark that was eventually included in their club logo (in 1971.) The A’s still wear white shoes, the only MLB team that does so.


The Beautiful Design of MLB Teams in Japan, 1953-84

A team of MLB All-Stars is touring Japan and playing a team of Japanese All-Stars, the first such meeting since 2006.

Goodwill tours by individual Major League teams were common in the years following World War II. The New York Giants visited in 1953, followed by the New York Yankees two years later. The 1984 Baltimore Orioles were the last MLB club to make the trip.

These goodwill tours were very popular in a postwar Japan that was in the midst of rebuilding itself into a major global economic power. It’s no coincidence that the Giants’ 1953 visit took place just a year after the end of the Allied occupation, which lasted from 1945 to 1952.

The rise of a renewed consumer culture and the transition to an industrialized economy at this time gave birth to a distinctive Japanese style of graphic design, one which featured a blending of Eastern and Western influences and traditions. Japanese designers embraced the art of the poster—the perfect expression of this modern age. This also served as a practical way to reach consumers in a society that was witnessing rapid urbanization.

The ticket and program designs from these tours are incredibly crafted. Eastern and Western letterforms are utilized in concert with highly stylized illustrations and expressive colors to create some of the most beautiful and memorable sports graphics ever seen. Enjoy.




Commemorating a World Series Champion

For the third time in the last five seasons, the San Francisco Giants have won the World Series. In 2015 they will likely remember their championship season in the form of a uniform sleeve patch, just as they did in 2011 and 2013. And, when and if they do, they will be following a tradition that their New York predecessors began in 1906, when they sported jerseys with a (not so subtle) nod to their World Series victory the previous October:

1906 GIANTS_01Boasting aside, the really important thing about the Giants’ 1906 uniforms is the fact that these were the first jerseys in MLB history that did not have collars, a look that various news articles cited as looking like “pajamas.” (Just imagine their opinions on the baggy look of today.)

One year later, the 1907 Chicago White Sox, fresh off a World Series win, celebrated with something truly revolutionary—the first commemorative sleeve patch in MLB history.

The May 4, 1907 edition of Sporting Life described the White Sox’ uniforms:

The White Sox are real modest in letting the public know that they are the champions of the world. Instead of “World’s Champions” being across their breasts a la the New York Giants, they have their emblem in a monogram on the shirt sleeves.


The emblem was worn exclusively on the road uniforms. It made its debut in St Louis on April 11, 1907. The Chicago Tribune described the patch in their game account the following day:

On the sleeves of the shirt appears a map of the world, bounded on the north, south, east, and west with the inscription “World’s Champions White Sox.”

1907 WHITE SOX_02

The roots of the patch design lie in an expensive piece of championship bling.

In those days before rings were awarded to World Series winners, the champion White Sox were presented with watch charms. Produced by a Cincinnati jeweler, Frank Herschel Company, the charms were valued at $1,600 each—$40,000 each in today’s dollars.

The design was credited to Garry Herrmann, chairman of the three-man National Commission that ruled Major League Baseball from 1903 to 1920 (the National Commission was responsible for awarding the World Series winners with the bauble of their choice.)

There was plenty of significance attached to each element within the design. The team’s navy blue uniforms are referenced, along with what was described as “mercury wings, the sign of the great speed which carried the Sox on to victory.”


1907 WHITE SOX LOGOJust as the charm became the basis for the White Sox’ sleeve patch, it also served as the foundation for the club’s official logo for the next quarter century. The charm design was featured on invitations to the raising of the championship flag on May 14, 1907. (The purple and gold flag was raised with appropriate pomp and circumstance, in the middle of a driving rain. In what could only be described as a truly bad omen, the flagpole literally snapped in half before the pennant could be completely raised, accompanied by what was described as “a loud snap.” Plan B went into effect as the flag was then “mounted over one of the liquor stores in right-center.”)

The design was amended when the Sox won the 1917 World Series and was used until the death of owner Charles Comiskey in 1931. The original concept for the logo—a championship charm—was abandoned, as was the Mercury wing (although the wing was restored in the late 1950s as a nod to the “Go-Go Sox, the 1959 American League champions.”

1906_1917 WHITE SOX

There is evidence that the Chicago Cubs, who lost the 1906 Series to their crosstown rivals, planned to wear a celebratory sleeve patch as well in 1907. The November 24, 1906 edition of Sporting Life noted that a new emblem designed by Cubs owner Charles W. Murphy would “probably be sewed on the right sleeve of the players next year.” It never happened.

The next team to celebrate a championship with a special uniform was the 1921 Cleveland Indians. They failed to repeat, as did the next club to boast of their title status, the 1927 St Louis Cardinals.


Maybe that’s why no other club decided to salute a championship season on their uniforms for another 50+ years. The 1981 Phillies commemorated their Series win of the previous fall with appropriately-designated warmups, but not on their uniforms.

1984 ORIOLES ANNIVERSARY LOGOFinally, in 1984, the Baltimore Orioles decided to combine two noteworthy events into one celebratory sleeve patch. Their World Series victory of the previous season was featured, along with a nod to the club’s 30th anniversary. This would mark the last time that a defending champion would acknowledge their bragging rights on their uniforms for another 20 years.

The 2004 Florida Marlins inaugurated a new era by wearing a commemorative “World Series Champions” sleeve patch all season long. The 2005 Boston Red Sox trotted out special uniforms for their home opener at Fenway Park, featuring gold trim and a one-day commemorative sleeve patch. The 2006 White Sox wore a champions patch at home that season. The 2007 Cardinals continued the gold-trimmed tradition for their home opener, along with special patches on their home jerseys all year long, a scenario that the Philadelphia Phillies followed two years later.

The 2011 Giants opted for gold trim for the home opener, along with a season-long sleeve patch worn both at home and on the road. The 2012 Cardinals did likewise. The Giants wore special gold-trimmed caps and jerseys for the 2013 Opening Day ring ceremony, and sported a commemorative sleeve patch all season long.

Finally, in 2014, the Red Sox broke out the gold trim (and requisite patch) for their ring ceremony—and that was the extent of their sartorial celebration.


Which brings us back to the 2015 Giants. Should they go the route of a uniform celebration, their challenge will be to do what every single team that similarly amplified their status has been unable to do—repeat as World Series champions.

Five Historical Logo & Uniform Facts About the World Series

1) The 1907 Chicago Cubs wore alternate uniforms for Game 1 of the World Series that they were forced to abandon the next day.

1907 WORLD SERIES CUBS UNIFORMSThe Cubs, en route to winning the first of their back-to-back World Series championships, opted to wear special uniforms for Game 1 of the World Series at home against the Detroit Tigers. They featured pinstripes—a World Series first—and, even more noteworthy, they were gray. For a home game. Against a road team with similarly gray uniforms.

The Chicago Tribune noted that:

The Cubs were at work in new travel uniforms of gray. They started last year in the home uniform of white. Superstition cuts some ice with athletes and that is the reason for the switch. Clad in gray the Cubs felt they would not be at home to the Tigers, or something like that.

Also from the Tribune:

The fact that both teams were gray suits was confusing to the majority of the spectators, some of whom never had seen a major league game before and found it difficult to distinguish the players at all times.

Baseball’s ruling organization, the National Commission, forced the Cubs to switch back to their usual white home uniforms for Game 2:


2) The most colorful World Series? I vote for 1979.

The Pittsburgh Pirates and Baltimore Orioles went seven games that year in a baseball technicolor extravaganza for the ages. Just look at the matchups:

3) Alternate uniforms worn in a World Series—first and most recent:

The first alternate uniforms ever worn in a World Series were those of John McGraw’s black-clad New York Giants in the first game of the 1905 World Series. Most recently, the St. Louis Cardinals donned their cream-colored alternate “St. Louis” jerseys for Game 3 of the 2013 World Series.

1905_2013 WORLD SERIES

4) The first official World Series logo was used in 1978:

1978-WORLD-SERIES-LOGOThe first official logo for the World Series was created for the 1978 edition, part of a major marketing push in connection with the 75th anniversary celebration of the Fall Classic. The logo was utilized on game tickets and in the official program, and was incorporated into a range of souvenirs. The “75th” was changed to “76th” the following year and was then replaced by an entirely new logo, which was used from 1980-86.




5) The only team to wear checked uniforms during a World Series? The 1916 Brooklyn Dodgers:


Dodgers manager Wilbert Robinson is seen at left, shaking hands with manager Bill Carrigan of the pinstriped Boston Red Sox. Stripes defeated checks, four games to one.