Although the photo above is the top search result when Googling this, this photo was taken by one of my former co-workers during our media day with the new uniforms prior to unveiling. When the Minnesota Twins first unveiled their new brand and uniforms about a year ago, some of the new marks, primarily what is known as the “M Star”, was met with heavy criticism, saying it looks too much like the Miami Marlins, and copies the Minnesota United Loons, Timberwolves, Lynx, and Wild’s North Star icon in their logos. Forget about the Marlins comparison for a second here, the point of the Twins creating a mark that had a North Star in it, like the other professional Minnesota sports teams, was to include a unifying mark across all of our teams (except the Vikings). It took a lot of marketing, advertising, positioning, storytelling, etc. to help fans understand the meaning behind this alternate mark and as the season went on, I personally heard and saw more and more fans warming up to it through conversations and the attire they bought and wore.















