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MLB | Chicago Cubs Primary Logo Update


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The Chicago Cubs circle logo is an iconic mark, iconic in its simplicity, so the change I made here is very subtle. Yet, I think it improves the overall look of it.

 

The Cubs have been using an either custom-made font or some 1960's-1970's typeface for the letters "UBS" in their primary logo. I thought that replacing this very font with their current wordmark typeface, namely ITC Franklin Gothic, which the club has been using since 1937, would suit that mark even better. The typo is now rounder, and therefore harmonizes better with the equally round "C" and the blue outer circle, plus ITC Franklin Gothic Heavy also improves readability.

 

Normally, one would update the wordmark by using the font of the primary. But in this case, it's also working vice versa, making the logo look even cleaner.

 

 

 

 

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Chicago Cubs primary mark, before and after

 

 

 

 

 

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Chicago Cubs wordmark logo since 1937

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