Ebbets Field
Brand Identity
Creative Direction • Design
2025
Time-honored sportswear, since 1988.
Refreshing the most authentic sportswear brand in the market by drawing upon history and meaningfully connecting it to the culture of the present.
An Okay Coyote Project
Project Management, Producer, Marketing: Micah McKay
Editorial Director: Luis Angel Cancel
Ebbets Field team: Alexandra Mason, Jana Pillay, Maggie Wardell, Sunny Chang
Video Director: Matthew Yoscary
Video Producer: Kevin Popoteur
Photography: Derek Balazero
Styling: Antonello Gonzalez
Ebbets Field has been producing authentic, quality garments since 1988. Focusing on non-Major League history such as the Negro Leagues and the pre-1958 Pacific Coast League gave the company a distinct point-of-view and brought relatively unknown baseball history to a wider audience. Since then, Ebbets Field has grown and built a reputation on its passion for history, culture, and authenticity.
After nearly four decades, it was time to dust off home plate and begin a new chapter. With a continued focus on high-quality and history-inspired garments, in addition to a refreshed collection of menswear staples, we set out to refine Ebbets Field’s identity by reshaping its many disparate elements into one harmonious expression.
“Ebbets has never followed trends. We have always led, and we don’t intend to stop now. We welcome you – whether you just discovered us or are already part of the Ebbets Community – to this new exciting chapter.”
Jerry Cohen - Founder
Ebbets Field was utilizing nearly a dozen different logos and marks across different applications rather than building equity in a singular, unifying brand mark.
A new branding identity was designed taking cues from the original Ebbets Field stadium signage, gameday ephemera, and the felt lettering the brand is already known for.
Ebbets Field’s set out to modernize as it shifts towards producing more everyday pieces with contemporary fits and fabrics alongside their line of traditional, authentic jerseys and hats. We dropped “Flannels” from the official brand name (a slang term for baseball uniforms) to support this initiative while also strengthening the brand’s association to the place of its origin story.
Additionally, we updated the brand’s tagline to Time-Honored Sportswear, an ode to Ebbets Field’s continued history producing period-correct athletic gear while encompassing their entire assortment, from heirloom quality garments to everyday sportswear.
Comprehensive Brand Guidelines were developed detailing the new visual identity, voice and writing guides, historical and new photography/video usage, etc.
We also developed some conventions around distinguishing Authentic, period-correct collections from Tribute garments and Standard collections.
Ebbets Field’s commitment to time-honored designs and long-lasting relationships with Negro League Baseball foundations created an opportunity to utilize historical imagery alongside period-correct garments. By working directly with foundations and museums, Ebbets Field launched it’s inaugural Homestead Grays collection with images provided by the Josh Gibson Foundation.
On-site copywriting: Reproductions of athletic ball caps and apparel from yesteryear, faithful down to every exacting detail. We source period-correct materials, revive lost patterns, and employ time-honored manufacturing techniques to honor history the best way we know how. Image courtesy of the Josh Gibson Foundation.
The Ebbets Field team designed a custom Negro League Varsity Jacket with proceeds supporting the Negro Leagues Baseball Museum in Kansas City.
Ebbets Field in the press: