On Thursday morning, American Family Insurance unveiled the new logo for the Milwaukee Brewers ballpark, which will be renamed American Family Field as of Jan. 1, 2021.
According to a statement from American Family, the logo was created in collaboration with the Brewers.
The announcement that the stadium would be renamed came last January along with news of a 15-year partnership and naming rights agreement. The Brewers spring training complex will also be renamed American Family Fields of Phoenix.
The American Family Field logo includes the stadium's instantly recognizable roof structure and the American Family logo, which is changed from red to yellow as a nod to the Brewers' uni colors.
The logo will appears on the ballpark exterior over the main entrance facing I-94, replacing the current sign; atop the scoreboard; and on the free-standing sign next to the freeway. Precise designs and dimensions for each of the sites is currently being finalized.
"We are honored and grateful to be part of Milwaukee and Wisconsin – our home state for nearly 93 years. The American Family Field logo we unveil today is as much about the Brewers and their fans as it is about us, and that sentiment is reflected in the logo’s design," said American Family President Bill Westrate in the statement.
"The logo for American Family Field continues our commitment to create a name and look for the ballpark that fans can embrace, and also highlights the partnership between the iconic brands of American Family Insurance and the Brewers," added Sherina Smith, American Family marketing vice president.
"Our relationship with the Brewers – as well as the city of Milwaukee as a whole – is built on a spirit of partnership and collaboration, and we wanted the ballpark logo to show that. The logo showcases and celebrates both organizations."
According the statement, the logo was created by the AmFam and the Brewers with Infinite Scale of Salt Lake City, Utah, which specializes in sports venue branding and has worked with Target Field in Minneapolis; Levi’s Stadium in Santa Clara, California; and Little Caesars Arena in Detroit; as well as with the New York Yankees and Green Bay Packers.
Born in Brooklyn, N.Y., where he lived until he was 17, Bobby received his BA-Mass Communications from UWM in 1989 and has lived in Walker's Point, Bay View, Enderis Park, South Milwaukee and on the East Side.
He has published three non-fiction books in Italy – including one about an event in Milwaukee history, which was published in the U.S. in autumn 2010. Four more books, all about Milwaukee, have been published by The History Press.
With his most recent band, The Yell Leaders, Bobby released four LPs and had a songs featured in episodes of TV's "Party of Five" and "Dawson's Creek," and films in Japan, South America and the U.S. The Yell Leaders were named the best unsigned band in their region by VH-1 as part of its Rock Across America 1998 Tour. Most recently, the band contributed tracks to a UK vinyl/CD tribute to the Redskins and collaborated on a track with Italian novelist Enrico Remmert.
He's produced three installments of the "OMCD" series of local music compilations for OnMilwaukee.com and in 2007 produced a CD of Italian music and poetry.
In 2005, he was awarded the City of Asti's (Italy) Journalism Prize for his work focusing on that area.
He can be heard weekly on 88Nine Radio Milwaukee talking about his "Urban Spelunking" series of stories.