I have always been a fan of this alternate logo for MLB’s Milwaukee Brewers. It is so simple, yet so complex. At first glance it looks like just a baseball stuck in a baseball glove. And, honestly, that’s what I thought it was for years. It wasn’t until a few years ago that I actually realized the glove is also a lowercase “m” and “b” with the baseball playing the role as the circle for the “b.” After further examination I have to say it is an absolute brilliant logo. It symbolizes everything the Brewer’s want to exemplify, from their initials (m and b), to their team colors (navy blue, white, and gold), to the fact that they’re a baseball team (the glove and the ball). And it does all of this through the use of Gestalt Principles. First you recognize it is a glove and a baseball through the use of three similar colors: gold, blue, and white. Secondly, the designers used proximity, closure, and figure/ground so the viewer would recognize the “m” the “b” as well as the “m” and “b” combining to form a glove and baseball. The “m” and “b” are so close together that you can see the shape of the glove and baseball, but it’s also still viewable as the initials for the Brewers’ city and team name. If the letters were too far apart or too close you wouldn’t see the formation of the glove and the initials clear enough. The gold background/highlight and the blue base help establish this, as well as the white and gold baseball, which also acts as the hole in the “b.” Although, I don’t believe it’s the strongest principle in place, one could also argue there’s a little bit of continuation in play as the viewer could follow the gold outline to show the edges of the glove and the letters. As an avid sports fan I can say this is by far one of my favorite sports logos, and I’m not even a fan of the team.