Based in Montgomery, Alabama, the Montgomery Biscuits is the Minor League Baseball team, which plays in the Southern League and has the status of the Double-A affiliate of the Tampa Bay Rays. The club started competing in 1973 as the Orlando Twins. Throughout its almost 50-year history, the franchise has gone through five names and brand identities. The current name was adopted in 2003.
The roots of the Montgomery Biscuits franchise can be traced back to 1973 when the Orlando Twins baseball team was established. The team was created as a farm club for the Minnesota Twins MLB club, hence the name. This partnership lasted until 1992, and for the last two years, the name of the farm team was Orlando SunRays.
However, at the beginning of the 1990s, the club got a new MLB affiliate — the Chicago Cubs, and according to this, the name was changed to Orlando Cubs. And if with Minnesota Twins the team won the League Championship twice, with the Cubs there were no successful playoffs. There were no large wins with another affiliate, the Seattle Mariners, either.
The new chapter in the team’s history started in 1999, with its new affiliate — Tampa Bay Rays. It was the same year when the Orlando Rays club won another League title. In 2004 the current name was adopted, yet the MLB affiliate remained the same. During this collaboration, the Montgomery Biscuits have managed to win two more League titles.
Sherrie Myers, the co-founder of the company that owns the club, pointed out that they were the first team in the US to sell biscuits during the games. They even shoot biscuits into the crowd. Moreover, their “tasty” mascot doesn’t look scary even for kids.
The original Montgomery Biscuits logo wasn’t well received at first – sports fans wanted something menacing and serious, and yet, eventually, the brand ended up among the most popular minor league merchandise.
The focal point of the emblem is a large “M” with a biscuit looking out of it. The original logo and the updated one introduced in 2009 look almost exactly the same, except for the shade of blue, which has grown darker.
Two shades of gold form the basic color scheme of the Montgomery Biscuits logo. Navy blue helps to adds contrast, while white serves as the background color.