From the October 23, 2008 Wall Street Journal......
<!-- ID: SB122453063968851133 --> <!-- TYPE: Sports --> <!-- DISPLAY-NAME: Sports --> <!-- PUBLICATION: The Wall Street Journal Interactive Edition --> <!-- DATE: 2008-10-23 17:36 --> <!-- COPYRIGHT: Dow Jones & Company, Inc. --> <!-- ORIGINAL-ID: --> <!-- article start --> <!-- CODE=SUBJECT SYMBOL=OLEM CODE=STATISTIC SYMBOL=FREE CODE=SUBJECT SYMBOL=OSPO -->
The Man Behind the MLB Logo
Jerry Dior Designed the Oft-Imitated Silhouette
By DAVID DAVIS
Every night when Jerry Dior sits down to watch the baseball playoffs in his Edison, N.J., home, the television reflects his life's most enduring handiwork.
<cite>Donna Dior</cite>Jerry Dior, standing in front of the logo he designed, at his home Tuesday.
Forty years ago, Mr. Dior worked as a graphic designer at Sandgren & Murtha, a New York City-based marketing company. In 1968, Major League Baseball commissioned the agency to design an original logo. The mark was to serve two purposes: to signify that MLB was placing league-wide merchandizing rights under the auspices of a new umbrella company, and to commemorate the national pastime's upcoming centennial.
"Baseball was going through a bad period," says Tom Villante, an advertising executive who helped choose the logo. "The NFL was gaining rapidly, and baseball was viewed as my grandfather's sport. We needed something to give the sport a boost."
Mr. Dior's all-American design -- that of a silhouetted batter poised to swing at a ball, against a red-blue background -- won over a selection committee that included Mr. Villante, New York Yankees president Mike Burke, Licensing Corp. of America executive Joe Grant and the then-attorney for the National League, Bowie Kuhn, who later became MLB commissioner. First unveiled in the fall of 1968, the horizontal logo appeared on players' uniforms during the 1969 season, accompanied by the words "100th Anniversary."
"It just came to me," Mr. Dior says. "I did the rough sketch and cleaned it up a bit, and that was that. I never thought anything about it until I turned on the television and saw it on the New York Mets' uniforms" during the 1969 World Series.
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Mr. Grant recalls that the cost for the logo was between $10,000 and $25,000.
Some 40 years later, the logo is ubiquitous. It appears on every uniform, cap, helmet, warm-up jersey and wristband worn by players, managers and umpires before and during games. It's plastered on stadium walls and fields and league-licensed merchandise and souvenirs. Industry tracker "Licensing Letter" estimates revenue of MLB-licensed goods to be $3.3 billion in 2007.
"[The logo] is like the Coca-Cola mark. It's highly recognizable," says Mr. Villante, who later served as baseball's executive director of marketing and broadcasting. "It's the symbol of professional baseball."
"It never got the publicity it deserved," says designer Juan Concepcion, who worked alongside Mr. Dior at Sandgren & Murtha. "It's still fresh today."
The logo also resonates beyond the diamond. Echoes of Mr. Dior's classic scheme can be found in the logos of professional golf, volleyball, hockey, soccer, horse racing and even paintball organizations. Baseball also uses a variation of the original logo for its website, MLB.com, and for its nascent MLB Network.
Most familiarly, the National Basketball Association's logo echoes Mr. Dior's work. One of his former colleagues at Sandgren & Murtha, Alan Siegel, fashioned the NBA logo in 1969. Mr. Siegel said that when the NBA contracted for its emblem, then-commissioner Walter Kennedy told him that he "wanted to have a visual alliance with Major League Baseball, the great American game. So we used the white silhouette to create that visual harmony with baseball's red, white and blue logo."
The baseball and basketball emblems emerged during what Mr. Siegel calls "the golden era of logos that came into vogue during the 1970s."
He adds that Mr. Dior's trademark works -- and has been widely imitated -- because it captures the sport's dynamic essence. "The Major League Baseball logo was a real breakthrough in sports because it's a very powerful graphic expression," he said. "It has set the tone for many of the brand identities that are being used by sports organizations around the world."
Mr. Siegel recalls that he tweaked an action photograph of Jerry West, the Los Angeles Lakers' Hall of Fame guard, for the figure in the NBA logo. By contrast, Mr. Dior maintains that the player in the baseball logo is "pure design."
His son once heard a radio broadcaster say that Minnesota Twins slugger Harmon Killebrew served as his model for the logo. Mr. Dior's response: "That's completely untrue. It's not Harmon Killebrew. It's not anyone in particular."
Not long after concocting the logo, Mr. Dior left Sandgren & Murtha to become a free-lance designer and illustrator, primarily crafting commercial packaging. He never collected any royalties for his baseball logo, nor did he expect to receive any. "The logo belongs to baseball," he says.
Now 76, Mr. Dior is retired. He says he enjoys seeing his creation whenever he and his wife, Lita, watch his favorite team, the Yankees. He has one regret: Major League Baseball has never acknowledged his contribution. No team has invited him to throw out the first ball at a game. Mr. Dior has petitioned MLB for recognition, although he admits to not possessing any visual evidence of his work.
What he can provide is the testimony of former colleagues. "I ran the project and I saw him design it," Mr. Siegel says. "I swear on a stack of Bibles that Jerry Dior designed the damn thing."
Mr. Concepcion recalls his proposal placing second to Mr. Dior's, adding, "His was a better solution."
Major League Baseball spokesman Matt Bourne said in a statement that his organization has had "a number of discussions with Mr. Dior and his family and are researching the history of the silhouetted batter in connection with its 40th anniversary."
Mr. Dior says that he would be grateful for official credit, if only to share his hardball legacy with his four children and four grandchildren. "Just to be recognized as the person who came up with the logo," he said, "that would be great. It's what I'm most proud of in my entire career as an illustrator."