The Gwinnett Stripers are the Triple-A Minor League Baseball team affiliated with the Atlanta Braves. Before 2018, they played under the name the Gwinnett Braves.
The team’s origins can be traced back to the Atlanta Crackers club, which was founded in 1901. The franchise played in Richmond, Virginia, from 1966 to 2008 before moving to Gwinnett County in 2009.
The team’s original team was Gwinnett Braves. The logo was identical to the contemporary Atlanta Braves emblem: a red cursive ‘Braves’ wordmark’ written diagonally and outlined in blue. It was followed by a red Native American war hatchet – also colored in mostly red, yellow and blue.
In 2017, the wordmark was changed to ‘Gwinnet Stripers’. Both had an artistic sort of serif with hook-like ends, although ‘Stripers’ was also bigger, red and cursive. The usual emblem was a green fish with an opened mouth. On the logo, they used to put it as it swerving around the big letter ‘S’.
The brand identity was developed by Californian sports marketing firm Brandiose (San Diego) in collaboration with the Atlanta Braves. Also, more than 4,000 submissions from fans were taken into consideration. The selection committee had to choose from over 900 different names.
The winning name pays homage to striped bass fishing, an outdoor activity that is very popular in Gwinnett County.
The striped bass plays the main part on the Gwinnett Stripers logo. The fish is swimming, with its mouth open, out of the letter “S,” which is the initial for “Stripers.” The word “Gwinnett” in black is placed above.
While the shade of red may look close to that used on the parent team’s emblem, green can only be seen on the Gwinnett Stripers logo and is one of the elements making it unique.