MLB: Charlotte Sentinels - Official Brand Identity Proposal

THE BRIEF

Charlotte has long been positioned as a fast-growing sports city with deep regional pride, yet it remains without a Major League Baseball franchise. The challenge was to envision a brand that could credibly represent Charlotte at the MLB level—one that felt rooted in history, strong in symbolism, and capable of standing alongside the league’s most established teams.

The goal was to create a franchise identity that honored Charlotte’s role as a protector of the region, reflected its cultural and economic growth, and felt immediately legitimate across uniforms, stadium visuals, broadcast, merchandise, and digital platforms.

THE SOLUTION

The Charlotte Sentinels were designed as a bold, modern expansion franchise built on strength, vigilance, and civic pride. The identity draws inspiration from Charlotte’s historical role as a guarded city and reinterprets that idea through a contemporary sports lens.

The visual system centers on a powerful sentinel mark, combining sharp geometry and classic sports iconography to create a timeless yet aggressive presence. A restrained, premium color palette reinforces authority and professionalism, while the typography and supporting graphics are engineered for clarity, impact, and scalability across every touchpoint.

From logo and uniform design to ballpark visuals and motion-ready assets, the Charlotte Sentinels identity was built as a complete MLB franchise system—designed to feel established on day one, not conceptual.