How to Fix the Colorado Rockies: A Team Rebrand

Congratulations to us! We have sold the Colorado Rockies!

Or, rather, for the purposes of this ongoing exercise, let us pretend that we have, in fact, bought the Colorado Rockies. Hooray for us! I think.

We have hired an entirely new staff of coaches, front office personnel, and analytics gurus, sparing no expense. Let’s not get bogged down in the specifics or names and assume they are all great at their jobs. Time to set everything on autopilot and head to the Bahamas? Not so fast. There’s much left to be done and much of it specific to the ballpark and what happens inside of it but the first order of business is an aesthetic one…

Have you ever gotten a haircut or a wardrobe change and felt like an entirely new person? Well, the Rockies could sure use some of that energy. It’s time for a rebrand.

Wait! Don’t run away if you love the purple, the interlocking “CR” and the mountains. We aren’t getting rid of anything entirely. These days, throwbacks are all the rage anyway, so there will always be occasions to bring all the old stuff out of the closet. But it is well past time for some new stuff. The Rockies have never had a true rebrand and their changes in uniforms over the years have been mild iterations at best.

Now I should not be the person in charge of this particular endeavor. Every time the conversation turns toward style in sports, my brain becomes a fog while others talk about clashing patterns and colors that go together. One thing I have observed, though, as a resident of Capitol Hill in the heart of Denver Colorado, is that regardless of online backlash whenever a new uniform is announced, they sure do show up around the city.

When it was unveiled that the Rockies’ first City Connect uniform would feature the color green and be an homage to the license plates from the state, the overwhelming reactions online (at least the ones that I saw) were negative. But it didn’t take long to start seeing the caps and jerseys showing up at the local watering holes. 

The same phenomenon is already occurring with the new promotional unis and their sunset-inspired design. The people, if not all the people, are hungry for new fresh Rockies gear despite the quality of the play on the field. Frankly, the swag has always been one of the best parts of the team.

And so it makes sense that they’ve stuck with a classic formula but to really sell a transition into a new era, it’s gotta come with a new look. Again without locking anything away in a vault, we are talking about a primary and secondary logo, new base uniforms, and a change (or at least shift) in color schemes.

The one thing that should remain is the team name, we don’t need to go to extremes and “Rockies” is unique and excellent, though I wouldn’t mind if a uniform or two made use of the colloquial “Rox.” Again the details of this should be left to someone who knows about such things. I’ve seen many mockups over the years that range from exciting and cool to fairly bland. I’m particular to the ones that make use of the Colorado state flag and would love to see that incorporated in some way.

This is something that has recently been hinted at with some of their Spring Training gear:

Of course, a fresh coat of paint can only go so far and nobody expects any of this to provide a tangible solution to what ails a Major League Baseball team. But it can be part of a change in identity.

It was coach Deion Sanders, back in his playing days, who famously said “If you look good, you feel good, and if you feel good, you play good.”

Things are never as simple as catchy sayings like that can make them seem but there is a connection between self-image and self-confidence. Right now, the Rockies look and feel not just like a team that has been terrible in 2025, but a team that has been terrible for a long time.

It’s time to go from a team that does every little thing wrong, to one that can at least start to get a few things right. Just like with a potential sale of the team, the time is now for a rebrand. It’s time to shake up how they do business, and how they look while doing it.

The sooner fans can start to see a new era on the horizon, the sooner they can say goodbye to this one.