Louisville Slugger rolling out new logo for its bat - WDRB 41 Louisville News

Louisville Slugger throws "change ups" to customers

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LOUISVILLE, Ky. (WDRB) -- There is a new look and a new feel to an object that has put Louisville on the map since the late 1800's.

Louisville Slugger has thrown some change ups to their customers. The wooden bat has been an icon both in the city and in the nation for decades. Louisville Slugger officials made a big announcement about a change in the look and the touch of the legendary bat which has become such a huge part of the American pastime. Crowds cheered as officials revealed the new logo on Monday, a process that has been a year in the making.

"We have been doing a lot of reflecting in areas that we need to rethink and reinvent our company," said President Bill Clark of the Louisville Slugger Division.

It is the second time they have significantly changed the logo since 1984. The first change took place in 1980 when Louisville Slugger replaced the Hillerich & Bradsby in the center of the oval.

"Changing the brand logo was an opportunity for us to be relevant to the younger generation, but also not going too extreme to where we still had affinity with the loyalists of Louisville Slugger," Clark said.

Officials also introduced the MLB Prime Bat, which has changed the game for all ages.

"The new MLB prime bats are made in a different way than we have ever made bats in before," said Rick Redman of Louisville Slugger.

"We select the wood in a different way, we choose the highest veneer logs and we compress the barrel and put a harder finish on it."

Redman and Clark said the MLB Prime Bats will be vacuum dried, in order to make hitting those fast balls safer.

"Because of the harder wood and the smaller cell structure in the wood, the bats are going to be less prone to splintering and breaking," said Redman.

They also hope it will keep them ahead of their competitors. The new bats are made from a high-grade wood. This is the biggest change to the bats in 41 years.  Redman said it took around three years for the MLB Prime bats to step up to the plate, after doing research on and off the diamond.

Clark said they received input from MLB players, tourists coming through the museum, high school baseball and softball players to craft the new bats.

Redman and Clark said it is about finding the right fit for customers.

"We are constantly trying to understand their needs, understand what's different between the older generation and the younger generation so we can stay relevant," Clark said.

Both said they are expecting a lot of home run hits from the new MLB Prime Bat.

The prime bats will be made out of the traditional maple and ash, but the bat making process is what will separate them.

They said the rolling out a new logo for its bats came just in time for Opening Day of baseball season!

They said they hoped the new, harder bat, combined with a more modern logo, will let the family-owned company stay relevant in the sporting good supply market.

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