Major League Baseball is updating its visual identity with a new typography system developed alongside Mother Design. The redesign brings together five typefaces inspired by early 20th-century baseball lettering, creating a more consistent look across the Ballpark app, stadiums, social media and event graphics. The system began appearing across league platforms in 2024, while the familiar Jerry Dior batter logo remains in place alongside an updated wordmark.
The collection includes MLB Script by OH no Type Co., featuring the extended underline often seen in traditional baseball lettering. MLB Flare, designed by Tipotype, uses hand-drawn letterforms that reflect the sport’s long-standing connection to Latin America.
Rather than replacing its most recognisable symbol, MLB is building on its visual history with a refreshed system that can be used consistently across its growing range of platforms.
Image Credit: MLB
What's Driving This Trend
- Heritage Typography Systems
- Historic lettering becomes a flexible brand asset as organizations translate archival visual cues into cohesive digital, venue and merchandise identities.
- Modular Sports Branding
- Multi-font identity kits create room for leagues and teams to maintain recognition while tailoring expression across apps, broadcasts, social platforms and live events.
- Culturally Rooted Design
- Visual systems informed by regional craft and fan communities can deepen brand relevance while opening space for more inclusive storytelling across global audiences.
Who This Affects Most
- Sports Marketing
- League-wide design refreshes offer new value in sponsorship integration, fan engagement and cross-platform brand consistency without abandoning iconic marks.
- Graphic Design
- Typeface development tied to cultural history expands opportunities for studios to build proprietary identity systems that function across physical and digital environments.
- Digital Fan Platforms
- Consistent typography and visual language can strengthen app navigation, event promotion and personalized content experiences for increasingly connected sports audiences.
