Little League is the world’s largest organized youth sports program, played in approximately 6,500 neighborhoods across more than 80 countries. Founded in 1939 and headquartered in Williamsport, PA, Little League believes in the power of youth baseball and softball to teach life lessons that build stronger individuals and communities.
For the first time, Little League faced a new opponent: relevance. Putting character and common goals over competition had always been a hallmark of the brand. But as society and sports continued to evolve, how could volunteers all over the world connect with millions more players and parents on a personal level? Nearly 80 years after its founding, it was time to adopt an identity that empowered the entire organization to tell a modern, consistent version of the Little League story.
We began by modernizing the Little League mission, logo, and look. A new brand platform, “Live Your Series,” dials up the fun of the game, and gives individuals space to make their own memories. An evolved keystone logo inspired an inclusive identity system and secondary palette for each division of play: Baseball, Softball, and their Challenger division for children with physical and intellectual challenges. Rounding out the tool kit with fonts, graphic elements, and a defined photo style allowed the brand to keep their eye on the player and lean into impactful, focused communications.