4 July 2019

Keeping it simple: Canberra Cavalry rebrands to celebrate 10 years in the ABL

| Tim Gavel
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Warren Apps from Coordinate, Peter Chamberlain from Canberra Brave, Dan Amodio and Sunny Singh from the Cavs.

Warren Apps from Coordinate, Peter Chamberlain from Canberra Brave, Dan Amodio and Sunny Singh from the Canberra Cavalry at the launch. Photos: Daniella Jukic.

Just over ten years ago there was uncertainty over whether the Canberra community could run a sustainable franchise in the proposed Australian Baseball League.

In the end, it took a public meeting at the Eastlake Football Club to effectively determine the level of support in front of representatives from the ABL.

History now shows the Canberra team was established and has gone on to become the most consistent club in the Australian Baseball League, winning both the Championship and the Asian title in 2013.

As the Cavalry prepare to celebrate their tenth season in the ABL, the club owners have moved to redefine their brand. Part of this includes the development of a ten-year anniversary logo.

Working with leading Canberra branding strategists, Coordinate, the Cavalry will have a new image this season. It’s effectively a modernisation of their brand, while maintaining the tradition of the club.

The three main colours of orange, grey and black will remain with a simplified logo. The club is known affectionately among supporters as the ‘Cavs’ and this is now reflected in the alternate playing strip for away-games as well as merchandise, which for the first time has ‘Cavs’ emblazoned on supporters’ apparel.

Kyle Perkins was one of the Cavalry originals in 2010 and is now the head of high performance with ACT Baseball. He welcomes the makeover but is happy the traditions of the club have been maintained.

Cavalry Director, Dan Amodio, who has been with the club since 2016, says the rebranding was undertaken following extensive consultation involving Coordinate and the Canberra baseball community. The aim was to fully understand what the brand means to the baseball community, an approach that reflects the way the club was formed in the first instance.

Dan says the process, which started in October last year through general discussion, has been an incredibly positive experience as it revealed the passion the fans have for the club.

“It’s a unique experience. It’s a professional sport with a community feel and a very strong entertainment focus,” Dan says.

With average crowds of 1500 at the MIT Ballpark, which underwent a $5 million upgrade in the lead up to last year that has proven to be a game changer, the club is in a great place.

Craig Cooper, Lee Mills and Kelly Cooper.

Craig Cooper, Lee Mills and Kelly Cooper.

Peter Gosch and Stewart Bear.

Peter Gosch and Stewart Bear.

Fans will get their first opportunity to see the team with their new logo to start the tenth-anniversary celebrations on 21 November when the Cavalry take on the Melbourne Aces at MIT Ball Park to start the season. The season will see the club playing 40 games, 20 of which will be at home.

In the meantime, supporters can access the new merchandise on the club’s website soon.

Original Article published by Tim Gavel on The RiotACT.

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