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Fresh look defines next era in R-Phils baseball

November 14, 2007 - Eastern League (EL) - Reading Fightin Phils News Release

Reading, PA - The Reading Phillies unveiled their new identity program on Wednesday at Reading Area Community College's Miller Center. The new identity is part of a six-month creative overhaul of the franchise.

"Today marks the next era in Reading Phillies Baseball," Reading Phillies General Manager Scott Hunsicker said. "Our new look is part of our continuing effort to embody the spirit and heritage of Reading, while paying tribute to our 42 year affiliation with Philadelphia."

A dynamic, modern evolution of the current Phillies identity, the new look features a titled polished "R-Phils" Primary Logo. Fans will also enjoy a new Dynamic Star and the Reading Pagoda makes its way into the R-Phils identity program.

Phillies Red, Light Blue, Dark Navy and "Bubble Gum" make up the club's new official colors, paying tribute to their Phillies heritage. The R-Phils are the first professional sports team to use Bubble Gum in their identity.

The redesigned home uniforms replicate Philadelphia's pinstriped uniforms featuring "Reading" across the chest with Bubble Gum highlights, and the Reading Pagoda on the left sleeve and the Phillies "P" on the right sleeve. Two alternate jerseys - one red, one light navy - feature "R-Phils" across the chest. The light navy alternate will be worn for home games once a week. The red jersey is primarily for batting practice but could see its way into games as well.

The R-Phils new game cap is Phillies Red featuring an "R" with a star inside. One alternate cap is light navy featuring the same "R" with a star inside, the other features a dynamic light Blue and light navy Star on a Phillies Red cap and will be worn primarily for batting practice but could be worn for games.

In 2008 the R-Phils will also sport a powder blue Retro Uniform based on the 1980 World Champion Phillies Uniform with a modernized R-Train cap logo. The powder blue uniform will be the club's road uniform and will also be used once a week for home games.

The R-Phils makeover is the work of Plan B Branding, a San Diego-grown creative ideas company specializing in storytelling and branding ideas. Partners Casey White & Jason Klein dreamed up fresh looks for the Cincinnati Reds, Lehigh Valley IronPigs, Clearwater Threshers and other prestigious Minor League Baseball clubs. Many of these clubs broke franchise merchandising records with Plan B.

"Plan B Branding is recognized as the industry leader in team branding, logo and uniform design. We have worked with them in the past on our very successful "How Do You Fan?" branding campaign," Hunsicker added. "Plan B Branding has developed extensive knowledge about the R-Phils, our history, our relationship with the Phillies and the Greater Reading community as a whole. That knowledge shines through in our new look."

The development process began last May when Klein and White met with fans, staff and community members to learn about the stories, history, and personality of the R-Phils. Plan B developed the logos, uniforms and merchandise, and is providing ideas to enhance the 2008 fan experience.

"Baseballtown is one of the premier destinations in all of Minor League Baseball," said Plan B's Casey White. "Our goal was to capture the heart and soul of Reading and communicate it through the look and feel of the new identity."

Fans can take a tour of the new look and purchase the new merchandise online at

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