Madison and Milwaukee,
09:08 AM

American Family Insurance, Milwaukee Brewers collaborate on new logo for American Family Field


Logo will debut on ballpark, other locations in 2021.

American Family Insurance unveiled today the new logo for the Milwaukee Brewers ballpark to be renamed American Family Field starting January 1, 2021. The ballpark will continue to be named Miller Park for 2020. American Family and the Brewers collaborated on the logo and its selection was a mutual decision.

Last January, American Family announced the new ballpark name, American Family Field, as part of a 15-year partnership and naming rights agreement. The agreement also included a strong community involvement component, as well as naming rights at the Brewers spring training complex, American Family Fields of Phoenix.

New stadium logo unites two Wisconsin brands

“We are honored and grateful to be part of Milwaukee and Wisconsin – our home state for nearly 93 years. The American Family Field logo we unveil today is as much about the Brewers and their fans as it is about us, and that sentiment is reflected in the logo’s design,” said American Family President Bill Westrate.

“The logo for American Family Field continues our commitment to create a name and look for the ballpark that fans can embrace, and also highlights the partnership between the iconic brands of American Family Insurance and the Brewers,” said Sherina Smith, American Family marketing vice president.

The American Family Field logo features the distinctive rooflines of the ballpark and the American Family logo, which is changed from its traditional red to the yellow used by the Brewers in their logo and uniforms.“Our relationship with the Brewers – as well as the city of Milwaukee as a whole – is built on a spirit of partnership and collaboration, and we wanted the ballpark logo to show that. The logo showcases and celebrates both organizations,” Smith said.

Consumer insight research influences logo design

Extensive consumer research was conducted by American Family and the Brewers to help determine the final logo, including various design and color variations. The two organizations worked with Infinite Scale of Salt Lake City, Utah on both the new stadium name announced in January 2020 and the design of the new stadium logo. Research was also done on other sporting venue logos.

Infinite Scale specializes in sports venue branding and has designed several other stadiums including Target Field in Minneapolis; Levi’s Stadium in Santa Clara, California; and Little Caesars Arena in Detroit. The firm’s list of clients includes the New York Yankees and Green Bay Packers.

Placement of new logo

Variations of the logo will appear most prominently at three locations: On the exterior side of the ballpark over the main entrance facing I-94, replacing the ballpark’s current featured sign; on top of the scoreboard; and on the major free-standing sign adjacent to I-94. The precise designs and dimensions at each location is being finalized and will be released later this year.

Logo unveil follows community donation

The logo unveiling follows a joint $200,000 donation by American Family and the Brewers to the Milwaukee Public Schools (MPS) Foundation #ConnectMilwaukee initiative. The initiative provides internet access and equipment to thousands of Milwaukee Public School students and families as virtual learning continues due to the pandemic.

Thousands of MPS students and families do not have internet access at home, making the required shift to a virtual classroom setting nearly impossible. #ConnectMilwaukee ensures that the basic needs will be met for MPS students, with every student now having internet access and a laptop.

American Family Insurance and its group companies, along with the American Family Insurance Dreams Foundation and Steve Stricker American Family Insurance Foundation, previously announced it will donate nearly $7 million to support COVID-19 and related relief efforts.

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About the American Family Insurance group
Based in Madison, Wisconsin, American Family Insurance has been serving customers since 1927. We inspire, protect and restore dreams through our insurance products, exceptional service from our agency owners and employees, community investment and creative partnerships to address societal challenges. We act on our belief in diversity and inclusion by constantly evolving to meet customer needs and preferences. American Family Insurance group is the nation’s 13th-largest property/casualty insurance group, ranking No. 254 on the Fortune 500 list. The group sells American Family-brand products, primarily through exclusive agency owners in 19 states. The American Family Insurance group also includes CONNECT, powered by American Family Insurance, The General, Homesite and Main Street America. Across these companies the group has more than 13,500 employees nationwide.