Asked AI to create a modern, minimalist logo and this is what I'd roughly expect 

16 minutes ago, Quin said:

Asked AI to create a modern, minimalist logo and this is what I'd roughly expect 

Yikes.  Ishbia will want to get away from Bulls' ties.

Can say it's 1959 reminiscent...but most will think Jordan still.

Or make a Jumpman logo that works for baseball without being reminiscent of the 80s style batsman.

 

Also can't just make it Jumpman with a baseball glove and ball falling into it.  Too similar.

Edited August 5, 2025Aug 5 by caulfield12

No.

17 minutes ago, Quin said:

Asked AI to create a modern, minimalist logo and this is what I'd roughly expect 

Also feels like the X would have a downward arrow for Guaranteed Rate (three years of 100+ losses).

The only rebrand necessary is of the org and it’s reputation, which is more rehabilitation than anything. The current uniforms are perfect, with the only needed tweak being the return of the diamond sock. 

Add a 1959 or 1917 Sunday alternate and we are golden. 

3 hours ago, 77 Hitmen said:

No.  One of the few good off the field moves during the Reinsdorf era was to bring back the iconic "Old English" Sox logo and the current black pinstripes uniforms at the end of 1990.  I see no reason to dispose of it when Ishbia takes over - none whatsoever.  

When I was growing up, the Sox went through a series of bad, sometimes laughable uniforms.  First was those awful "old timey" uniforms of the Veeck era that made the Sox look like a joke team to me.  Then we moved on to the Astros-wannabe ultra tacky uniforms of the early 80s that Jerry is still in love with.  Then we ditched those and went to a super generic looking uniforms with an "Einhorn E" logo on the cap in the late 80s.  The Sox kept bouncing from bad unis to bad unis every 5 years or so and that led to a lack of brand identity.  Meanwhile, the Yankees, Dodgers, Cardinals, Cubs, Tigers, and many other teams had the same classic uniforms and logos year after year.  Going back to the Old English Sox logo with black pinstripes was a total home run.

And no, we shouldn't go back to the red pinstripes uniforms even if some Boomer fans still have fond memories of the Dick Allen era.  Our team is not the "Red" Sox.  

 

The Cubs did have their Cuba road uni's in the mid 90's. My live long friend was a Cub fan and with disgust he pointed it out to me. I couldn't really get snarky because the Sox had those ridiculous shorts....good lord , shaking my head in embarrassment.

Edited August 5, 2025Aug 5 by Falstaff

Honestly would be surprised if the Sox of all organizations would choose the lazy AI route for a rebrand.  Just not their style 

They wore this beautiful retro uniform once, for the team's greatest game in the past 15 years -- the Field of Dreams game. I'd love it if they brought this one back. I think the baseball gods cursed them for not doing the obvious, and at least making this an alternate uni.

White Sox are now on the order of the Bulls and Cubs in terms of brand equity, given their logo's extensive presence in the hip hop community. 

It's a classic brand you don't touch.

1 hour ago, Falstaff said:

The Cubs did have their Cuba road uni's in the mid 90's. My live long friend was a Cub fan and with disgust he pointed it out to me. I couldn't really get snarky because the Sox had those ridiculous shorts....good lord , shaking my head in embarrassment.

The one Cubs road uniforms that I thought were the worst were the ones that were powder blue with white pinstripes on them.  I believe they wore them in the early 80s.  

IMO, all the Sox uniforms from 1976-1990 were pretty bad in their own particular way.

1 hour ago, Tnetennba said:

The only rebrand necessary is of the org and it’s reputation, which is more rehabilitation than anything. The current uniforms are perfect, with the only needed tweak being the return of the diamond sock. 

Add a 1959 or 1917 Sunday alternate and we are golden. 

Agreed.   Having the '59 and '17 unis as Sunday throwback alternates would be great.  I don't know if the Sox are still trotting out the '83 uniforms on Sundays.  If so, those have to go.  I've seen enough of them.

7 hours ago, Quin said:

People are so giddy about a rebrand, thinking it'd be a throw back to a past uniform.

If there's a rebrand, it's going to be a modern, minimalist logo (look at the NBA losing all flavor).

Keep the classic looking that could skyrocket in popularity (moreso than it already has) by fielding a good team.

The 59 unis are similar to the current one, just accented with red snd they had no black top uniform. 

A lil splash of red makes it pop. It's not a black and white world any more. The unis are bland. 

17 hours ago, WestEddy said:

Is that Pete Ward? That was ***just*** before my time. We had a media guide or something that bounced around the house about the '59 team. I was born in 63, so I was fully sentient around 71. Weird how, with baseball cards, there's a whole aura around guys you just missed. I'd be looking at my Don Buford card and wondering why nobody told me about his time on the White Sox. 

Bob Shaw

18 minutes ago, CaliSoxFanViaSWside said:

Bob Shaw

Pete Ward was also #8

Here's the best 'rebrand' of all.

Stop being a joke of a franchise and start winning.

That is all. The rest is just fluff and fooferall. 

No way. The Sox hat is perfect. The Sox logo is perfect. Just because our team has been an embarrassment has nothing to do with our hat and perfect jerseys. Changing the beautiful Sox logo would be the most ridiculous decision in Chicago sports history. That'd be like asking the Cubs to completely switch their logo.

The Sox logo and uniform is in the top two in baseball with the Yankees. I do realize the Sox abandoned it with the block lettering Sox years ago when our unis looked like the Astros. But cmon. Don't mess with the traditional Sox uni.

4 hours ago, CaliSoxFanViaSWside said:

The 59 unis are similar to the current one, just accented with red snd they had no black top uniform. 

A lil splash of red makes it pop. It's not a black and white world any more. The unis are bland. 

This is like saying the Yankees hat is bland. Two contrasting colors using a good design is clean.

Becoming the 14th MLB team to use red as a color is bland.

As for it not being a black and white world: I'm not sure if you're going for the world being morally gray, which makes no sense in context of baseball, or fashion not being black and white, which is exactly why their current brand is fashionable.

11 minutes ago, Quin said:

This is like saying the Yankees hat is bland. Two contrasting colors using a good design is clean.

Becoming the 14th MLB team to use red as a color is bland.

As for it not being a black and white world: I'm not sure if you're going for the world being morally gray, which makes no sense in context of baseball, or fashion not being black and white, which is exactly why their current brand is fashionable.

The font and black color is popular which is why I didnt suggest getting rid of it only accenting it. It's not like the whole uniform would be red just a tiny bit. 

White Sox are seeing red ! Ad campaign writes itself 😉

The Sox have one of the coolest logos of all time.  Remember all the Starter gear that rappers wore from the Sox and Raiders back in the 80’s and 90’s?  We need a good team, not a new logo.

On 8/4/2025 at 9:53 PM, CaliSoxFanViaSWside said:

Id have no problem with a little dashes of red shadowing letters and numbers on the uniform like late 50s and 60s teams. 

Name the player below.

I would be 100% on board with this "rebrand". Anything else, I'd prefer to stay as is.

i'd rather have a 50 million dollar payroll every year than rebranding. 

you can f*** off with your tennesse white sox and arlington heights bears with that horseshit 

4 hours ago, bobbydanks said:

i'd rather have a 50 million dollar payroll every year than rebranding. 

you can f*** off with your tennesse white sox and arlington heights bears with that horseshit 

Just $50M ? That's nothing. Sox player payroll was $82M this year. $150M isnt even that much. 

Mets $323M

Dogers $321M

Yankees $293M

Phillies $284M

Half the teams in baseball are north of $160M .

No one mentioned moving to Tennessee as part of rebranding.

Minor uniform changes are all that was mentioned. They do that with the City Connect uniforms every Friday anyway on all teams. Doesn't even have to be every day changes. It wouldnt even have to be called rebranding since people seem to be triggered by anything that isnt a better product on the field. One is not mutually exclusive of the other. Both can happen at the same time. 

Edited August 6, 2025Aug 6 by CaliSoxFanViaSWside

Yes.  
I was partial to the 1990 look; "C" cap et al. I think we used it just for the last year in Comiskey.

At least get "Chicago" back on the road jerseys.  

11 minutes ago, GreenSox said:

Yes.  
I was partial to the 1990 look; "C" cap et al. I think we used it just for the last year in Comiskey.

At least get "Chicago" back on the road jerseys.  

...wish granted?

 

 

 

 

 

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This must be a joke