How Bay FC Crafted a New Visual Identity for Their Historic Day
On August 23, Bay FC will make history as the first women’s professional soccer team to play at Oracle Park. This match isn’t just another stop on the NWSL calendar. The Show at Oracle Park, presented by Visa, is a city-wide event and a historical moment bridging San Francisco’s sporting past and future.
To mark the occasion, Bay FC, in collaboration with designer and illustrator Will Tullos, developed a unique design that reflects both the significance of the venue and the spirit of the club. The result is a visual identity that’s rooted in Oracle Park history and unafraid to feel different from what Bay FC has done before. The design was created with intention, and the outcome is a vision truly Built for the Moment.
Blending Oracle Park, San Francisco and Bay FC
The goal of The Show’s design was to combine Bay FC’s brand identity with the instantly recognizable presence of Oracle Park. This match isn’t just a change of location; it is a moment where Bay FC steps into a space with legendary history. To honor that, the design focused on integrating elements native to the ballpark and the city, while still placing Bay FC at the center of the story.
Design Elements
Each element of The Show’s logo serves a specific symbolic function.
Flags
The flags at the top of the crest mirror the iconic flags that fly above Oracle Park’s scoreboard. This inclusion was a subtle way to tie the logo to the ballpark skyline.
The Show
‘The Show’ typography was built from scratch and echoes the familiar curve of the ‘Oracle Park’ signage seen along the ballpark’s exterior.
The Ribbon
The ribbon underneath ‘The Show’ takes inspiration from the entryways at Oracle Park, where each entrance features a ribbon displaying its name.
Golden Gate Bridge
The Show’s logo includes San Francisco’s distinctive Golden Gate Bridge. The bridge ties the logo unmistakably to the city and reinforces that this match isn’t just Bay FC’s; it belongs to San Francisco as a whole.
Soccer Crest and Logo
The fundamental soccer crest brings clear focus back to the sport. The club’s logo is positioned front and center, which grounds Bay FC firmly at the core of this event. Ultimately, Bay FC is embracing this iconic ballpark but also claiming the moment as their own.
The Show’s retro aesthetic was purposeful and pays homage to baseball’s timeless appeal and Oracle Park’s traditional architecture. Oracle Park opened in 2000 and was designed with a classic old-time feel that took inspiration from other iconic ballparks across Major League Baseball. Given that baseball is steeped in nostalgia, The Show’s logo was created to capture that enduring sense of continuity.
‘The Show’ as a Name
The name, The Show, carries significant meaning. In baseball terminology, “The Show” is an informal phrase referring to the big leagues and has become a symbol of aspiration. Major League Baseball adopted the slogan “Welcome to the Show” to emphasize this prestige. Dating back to the 1970s, the term conveys the idea of something being top-tier or exquisite, and it remains a part of the player vernacular today.
Repurposing “The Show” for this event pays homage to baseball’s origins while reframing the phrase to mark a new kind of moment for Bay FC. The term encapsulates the match’s scale and significance. Naming the event The Show underscores that August 23 is both an important match and a pinnacle event elevated by live performances, activities and San Francisco’s spirited community.
Creating a Logo with Lasting Value
Some fans will attend The Show at Oracle Park to support Bay FC soccer, while others will be drawn to the live music or the overall unique experience. Many will come because they love San Francisco and seek to experience something new in a familiar setting. By integrating elements of the city, the ballpark and Bay FC, the logo embodies this inclusivity. It meets attendees where they are and recognizes the different reasons they choose to celebrate this standout event.
The Show’s visual identity is a time marker of a specific moment in Bay FC history. Whether seen on a t-shirt months from now or in a photo years down the line, the logo is designed to remind fans of where they were when Bay FC made their mark as the first professional women’s soccer team to play at Oracle Park.
Join us for The Show at Oracle Park
The Show’s unique design is a symbol of a historic moment where Bay FC, San Francisco and Oracle Park come together. By securing your tickets to The Show, you’re not only witnessing a groundbreaking match but also becoming part of the story that this design represents. Wear the logo and remember when Bay FC took over Oracle Park to Play Ball.
The Show at Oracle Park is in less than a month! Grab your tickets now and be part of a memorable day in San Francisco.
