ATLANTA HAMMERS
rebrand
sports branding
brand strategy
identity design
What's in a Name: Rethinking 'Braves' in Atlanta
As a native Atlantan who grew up attending baseball games, the moniker 'The Braves' has come to symbolize the darker chapters of our city's past.
Originating from the Boston Braves, the name pays homage to a white Tammany Hall politician, James Gaffney, whose association with the organization was marked by the use of an 'Indian Chief' symbol. The term 'Braves' has no connection to Atlanta or the Indigenous Cherokee Nations of Georgia, nor does it reflect our diverse heritage.
It's time for change.
The name 'Atlanta Hammers' resonates with the positive aspects of our history. It pays tribute to 'Hammering' Hank Aaron,
an iconic baseball figure in Atlanta, while also harkening back to Atlanta's heritage as a railroad hub during its 'Terminus' days.