The American Association of Professional Baseball (AAPB) is an independent professional baseball league formed in 2006, operating as a Major League Baseball Partner League since September 2020. The league unveiled its current visual identity in late 2020, marking the first rebrand since the modern circuit was founded prior to the 2006 season. The new marks were designed by Baseballism, a baseball lifestyle brand with which the league announced a formal partnership. The redesign was developed as the league prepared for its first season as an MLB Partner League. [1]
Design and History
The American Association’s original logo, used from 2006 to 2020, featured a baseball and the text “American Association of Independent Professional Baseball.” [2] The league’s official history page notes that the modern American Association was formed on October 11, 2005, when teams from two independent leagues, the Northern League and the Central League, proposed coming together to form a “super” independent league. The league began play in 2006. [3]
On November 30, 2020, the league unveiled its new brand, designed by Baseballism. The announcement described it as the first rebrand since the league was founded prior to the 2006 season. The new primary logo is designed off a baseball field layout, with a star that incorporates home plate. The logo keeps the league’s traditional red, white and blue color scheme and drops the word “independent” from the full official name of the league. [1]
The redesign was timed with the league’s new status as an MLB Partner League. Major League Baseball announced on September 24, 2020, that it had named the American Association and the Frontier League as “Partner Leagues” of MLB, joining the Atlantic League of Professional Baseball. [4]
In the redesign, the American Association and Baseballism created Primary, Secondary, Tertiary and Wordmark logos. All logos were planned to be featured in branding from the league moving forward, as part of a larger branding and communications plan that included a new website and upgrades to the league’s streaming property. [1]
American Association Commissioner Joshua Schaub described the new look as “clean, modern, and a fitting visual representation of the professionalism of our league, our players, and our organizations,” adding that the logo brand “signals a new vision for the league and will appeal to a younger demographic.” [1]
Meaning and Symbolism
The league’s official announcement documents two specific design elements in the primary logo. The mark is designed off a baseball field layout, and it incorporates a star that includes home plate. The league’s traditional red, white and blue color scheme was retained in the redesign. [1]
The removal of the word “independent” from the league’s full official name accompanied the visual rebrand, reflecting the league’s transition into its new role as an MLB Partner League. [1]
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