Louisville Slugger’s New Logo

For only the second time since the brand released its first bat in 1884, Louisville Slugger is tweaking its logo. But just slightly. The oval and the tagline “MADE IN THE U.S.A. LOUISVILLE, KY” remain, but a secondary mark—the letters “LS” entwined together—has been added at the top of the oval.

“We chose to update the logo now to reflect the reality that our company, products and culture are evolving with the times,” said John Hillerich, CEO of Hillerich & Bradsby Co.

The Louisville Slugger logo update comes with the release of the company’s newest wooden bat, the MLB Prime, which the company says has the hardest hitting surface in the game.

The Louisville Slugger logo will be rolled out throughout the MLB season on the bats of guys like Derek Jeter, Josh Hamilton, Buster Posey and Joey Votto. It will be seen in retail stores starting in October.