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Astros Hear The
Eighties Calling

Astros Hear The Eighties Calling

As the new kids in the American League next year, the Houston Astros want to dress for success. After months of research, focus groups and fan input, the team unveiled a new identity before thousands of fans at a launch party at Minute Maid Park. The orange-and-blue color scheme – and block H and star on the cap – are right out of the 1970s and '80s, during the decades many consider the Astros’ golden era. “We wanted to respect the fans, what the Astros stand for, the fans who have been here for 50 years, and we believe we were making a multigenerational change,” Astros vice president of marketing and strategy Kathleen Clark said. The club dedicated dozens of employees to the rebranding effort, and even had a brand war room on the fourth floor of their stadium. “We had people working full-time in that room every day,” Clark said. “They would work right there, work on the board, introducing new mascots and also designing within that area, as well.” The Astros have hired Lowell Williams Design of Austin TX to help with launch materials and to consult on a campaign to unveil the new identity. SEE MORE >

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