Bethlehem Little League Logo


Since there had been a degradation of the organizations “de facto” brand in the past few years, I recommended that the organization move away from their historical script logotype and transition to a clean, modern and forward moving type face which would support the organizations values and goals. With this new direction,  Univers was selected to be the foundation for the new logo design. This provides a modern feel (typically associated with san-serif typefaces), as well as stability and grounding (by utilizing a heavy weight). The utilization of italicized letter forms for the Bethlehem word mark produces  a subconscious perception of forward movement, with the addition of serifs on the letters B & E, the sense movement is enhanced.

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