SINCE 1902, THE INDIANAPOLIS Indians have been the heartbeat of summer nights in the city. With the team’s 124th season coming to a close in September, a new chapter has already started. The Indians introduced a modernized version of their logo and uniforms, retiring the design they’ve worn since the ’90s. The team honored its history by collaborating directly with the Miami Nation of Indians of Indiana, creating an identity that deeply resonates across the community.
Overwhelming support and new pride
Rebrands in sports can sometimes cause debate, but Indianapolis Indians creative director Ryan Lane says the local response was overwhelmingly positive. A major driver of the enthusiasm is the Indianapolis pride woven into the new look. By putting “INDY” front and center, Lane says they wanted to emphasize the pride the fans and the community have for their city. “When people think of sports teams in [Indianapolis, they think of the] Colts and Pacers,” says Lane. “Indy has grown up around Indians as much as anyone else [and] hopefully these marks are representative of the entire community—not just Indian fans, but [a chance to] show their Indianapolis pride.”
Despite launching during the baseball off season when fans are less engaged, merchandise numbers reached new highs. Merch revenue has been up over 300 percent compared to previous off-seasons, with both February and March reaching all-time highs.
Fans can now purchase replicas of the new on-field gear for the first time at the Victory Team store. Lane says fans have embraced the new look and have filled the stadium wearing their new gear.
Taking the new look into the community
In addition to encouraging fans to wear the new gear to launch the new identity, Lane says his team launched grassroots efforts to get the word out in the community. They brought Rowdie the mascot to a variety of community events to re-engage the city and get the new identity in the hands of people everywhere. From partnerships with regional influencers to equipping staff with new merch and welcoming celebrities to the games in the gear, they’ve made sure to make the brand visible.
Behind the scenes
When developing a new identity, stakeholders are a large part of the process. Lane says they made sure every voice was heard. The team conducted a thorough research process that included 125 hours of interviews with fans, community leaders, front office personnel, board members, season ticket holders, MiLB executives, and representatives from the Miami Nation of Indians of Indiana. Once there were initial designs, they led gallery sessions along with community leaders and board members, where feedback led to several iterations of color palettes, logos, primary logos, and jersey designs.
“The Indianapolis Indians are eager to continue a tradition of providing the Indianapolis community with a gathering place and affordable, family-friendly entertainment year-round,” says Chairman of the Indianapolis Indians Board of Directors Bruce Schumacher.
As the team wraps up its 2026 season on September 13, fans have one last chance to catch the Indians in action and can visit the Hot Corner Gift Shop to gear up with merchandise featuring the new logo.
