Cleveland Indians Launch Updated Branding Campaign

CLEVELAND, OH – Building on the popularity of 2011’s “What If?,” the Cleveland Indians have launched two new spots for the upcoming season.  The 2012 chapter of the “What If?” campaign centers around two themes:

  • An empowering tribute to our fans and the memories that Tribe baseball evokes.
  • A celebration of Tribe talent across generations with a spotlight on the exciting promise of our 2012 team.

“The ‘What If?’ campaign celebrates baseball’s unique ability to create special moments nearly every day, both on and off the field,” said Indians President MARK SHAPIRO. “As we saw in 2011, ‘What If?’ evokes a strong sense of loyalty and empowers fans to make the memories they’ll carry with them for generations. We hope that by building on the existing campaign we’ll inspire fans to be a part of the excitement at Progressive Field during the 2012 season.”

The new spots were produced by the Indians marketing and creative production team and will begin airing on television and radio in the Cleveland market on Monday, March 26.  Fans can also view the spots on

The Indians also launch the brand’s official style guide which includes comprehensive guidelines on the use of Indians graphical assets.  The style guide showcases all Indians’ team logos including the recent Block C logo introduction along with the traditional Script Indians and Wahoo marks. 

“In order to create a more lasting, consistent connection with our fans and partners we have formalized the correct use of our brand assets in the recently completed brand style guide,” said SHAPIRO. “The Block C represents a re-emergence of a historical logo that helps celebrate multiple generations of Tribe baseball.  The style guide also highlights our recent uniform changes bringing a more classic, clean look.”

The Cleveland Indians request that all media partners utilize the correct usage of Indians brand assets to maintain a consistent and accurate look of the brand. Fans can expect to see these changes throughout all Indians assets as well as inside the ballpark throughout 2012.