Blue Rocks unveil a new look

The Wilmington Blue Rocks will have a whole new look in 2010. The team unveiled new logos and new uniforms Thursday night in Wilmington, and they are a radical departure from the Rocks’ previous look and style.

The Wilmington Blue Rocks will have a whole new look in 2010.  The team unveiled new logos and new uniforms Thursday night in Wilmington, and they are a radical departure from the Rocks’ previous look and style.

“We wanted to freshen things up,” said Blue Rocks General Manager Chris Kemple. “We just felt that after 17 years, going on our 18th year, that maybe a new look, a little bit of a new identity was needed.”

Since their launch in 1993, the Blue Rocks have used two versions of an interlocking “BR” as their primary logo.  That’s being replaced by a primary logo featuring an aggressive looking version of team mascot Rocky Bluewinkle.

“That wasn’t our initial plan (using Rocky Bluewinkle in the main logo), but after some discussion, we felt it was important to have Rocky Bluewinkle, arguably the most recognizable figure when you think of the Blue Rocks, in the forefront of our primary logo,” said Kemple.

The “BR” logo will remain as a secondary logo, and now features the outline of the state of Delaware withing the letter “B”.

The team is also completely overhauling their uniforms.  The most significant change is the colors.  The team has abandoned royal blue as its main color, in favor of  powder blue.  Delaware Buff, the yellow found in Delaware’s state flag, and navy blue will serve as accent colors.

“With the name Blue Rocks, you can’t deviate too much from blue. You gotta have blue in there,” Kemple explained.  “We did go to a powder blue and a navy blue, a look we just felt looked real fresh and real clean.”

Kemple says the process of overhauling the Rocks’ look took 16 months and was done with the help of Plan B Branding, a San Diego consultant hired by the team to help develop the new logos and uniforms.

Plan B’s biggest influence may have been convincing the Rocks to emphasize their Mr. Celery character more.  For the first time, Mr. Celery will be incorporated in the team’s uniform, appearing as a sleeve patch and on the team’s batting practice caps.

“I was on the side that thought we should maintain Mr. Celery as the mystery he is,” Kemple admitted. “Plan B really thought we should take advantage of Mr. Celery and they convinced me that was the way to go and they came up with some great artwork.”

Merchandise featuring the new logos goes on sale immediately.

The change is the second major revamping of the logo and uniforms in team history.  The other came in 2003.  The team also made color shifts in 2005 (adding red to reflect their Boston Red Sox affiliation) and 2007 (when they added back blue and gold to signal their return to the Kansas City Royals organization).

The Rocks open their 2010 season April 8th at Myrtle Beach.  Their home opener is April 16th against Potomac.