Upper Deck says the new look "unifies the company’s sports, entertainment and collectibles business groups under one mark".
With just a year to go until celebrating its 20-year anniversary, Upper Deck is updating its visual image. The first product to boast the new logo created by the company’s in-house graphics tteam will be Upper Deck’s 2008 Series 1 Baseball release, which is scheduled to launch on January 15.
The trademark green diamond collectors have come to know has been changed to a new blue background and dimensional drop shadows. The company says it wanted a fresh image adaptable to its large and growing number of product lines and levels of consumer cost.
“We knew there was a visual legacy associated with our mark that we did not want to walk away from,” said Martin Welling, Upper Deck’s vice president of Creative Services. “We determined very early in the process that several visual cues needed to be retained; the assignment was more of updating and not replacing. Specifically, we wanted to accomplish three things: make our branding more contemporary; make our mark more legible to improve our presence at retail; and to make our logo more prominent so that it stood out against our competitors.”
“The new logo preserves the substantial equity of the brand without distancing ourselves from our roots,” added Louise Curcio, Upper Deck’s vice president of Marketing.