As the summer quickly approaches, many South Dakotans are looking forward to the multiple outdoor activities offered in the warm weather. As it has been since 1993, Minor League baseball is a viable option for many. However, this year, there has been a shake up. The folks at Insight Marketing Design in Sioux Falls and the Sioux Falls Canaries have joined forces to create a new edge for the local team. On February 17, they unveiled a new name and logo for the team. They are now known as the Sioux Falls Fighting Pheasants. The change came as a shock to many; however, the people at Insight Marketing and Sioux Falls Sports, LLC feel the change will benefit the team.Insight's Creative Director, Doug Moss, designed the new logo. Doug created two logos for the new team, including a “ferocious” pheasant and a pheasant with a bat. According to Insight Marketing, the logo was designed to appeal to younger audiences, and they hope to communicate to all audiences the fresh and new excitement of the new team.
Although the team at Insight has done a good job thus far, new challenges await. Currently they are working on the new website for the team, which is expected to launch on April 1. As well, the firm must figure to out a way to make the new logo and team name work.
Change can be good for an organization; however, since 1993, the Sioux Falls Canaries have been building a brand name that people have grown accustomed to. Today, the challenge for Insight is to create a brand image for the Fighting Pheasants that will have a positive impact on fans of the old Canaries team.
