West Coast League Launches New Visual Identity - New Marks Celebrate Local Geography

March 1, 2022

Today, the West Coast League unveiled a striking rebrand, beginning a transition from the league’s traditional WC logo to a new WCL mark that evokes the league’s sprawling geography, ranging from central Oregon north through Washington state, British Columbia, and beginning this year, into Alberta, Canada.



“The West Coast League’s geography is simply unparalleled,” said Commissioner Rob Neyer. “Our new brand evokes our member teams’ stunning views and scenery, but the snowy peak also reflects the WCL’s commitment to player development, with no better environment for talented young players scaling the heights of performance.”


“Our new art brings the WCL’s visual identity up to the level of the amazing talent the league puts on display every summer,” said Alan Miller, Portland Pickles co-owner. “This is a special part of North America, and our desire was to highlight that in the design.”



Dan Segel helped create the West Coast League, and his Corvallis Knights have won eight championships, including the last five straight. “As a founding member, it’s exciting to see the league introduce its first brand refresh,” said Segel. “This new mark, which further connects us with our wonderful footprint, is sleek, professional, and is yet another solid growth step for the WCL.”


Neyer added, “For me, what’s most striking is how this design rewards both a first and second look. You immediately see the letters WCL, even from a distance, and think, ah, the West Coast League. I know them. Great summer ball. But get a little closer, and you see the subtle, elegant nods to our incredible setting. We’ve always been able to tell a great story about our league, but our new art makes that even easier.”


The WCL’s new marks were created by Miller’s COLLiDE Agency and designer Ernesto Gonzalez.





About COLLiDE Agency

COLLiDE is a Cannes Lion Award-Winning boutique agency and trusted champion of the most innovative brands in music, sport and culture since 2014. Our core competency is the creation and execution of innovative, authentic and meaningful strategies that strengthen a brand’s ability to connect with culture and consumers. COLLiDE is based in Los Angeles, Portland and Austin with partner offices in Mexico City, Montreal, and Toronto. For more information, please visit


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