Parsons School of Design

BFA Communication Design

Thesis 2017–18

Francisco Vivar
Rebranding World Baseball Classic

The World Baseball Classic is a sporting event that unites countries from across the world to celebrate baseball. It will not only take place in countries like Japan and Latin America– where baseball is rooted deep into the culture – but also explore new territories like Australia where the sport has not been popular yet. Baseball is supported through a passionate international fan base that uses a common language to describe the actions of pitching, hitting, and fielding. “Moon shot,” for example, is used when a batter hits the ball out and over the wall of the outfield. Implementing this lingo into the branding addresses the baseball connoisseur while also triggering interest in the layman. The terms are accompanied by simplified visuals that depict the specific action. The term “1-Hopper,” for instance, is coupled with a visualization of a ball bouncing one time. Term and motion fuse to key visuals of the brand. They will be supplemented with additional items like World Baseball Classic Marks and host icons to localize the identity.

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Parsons School of Design
BFA Communication Design
Thesis 2017–18