What is Reading Thinking?

Not Reading, as in book, but Reading, as in Pennsylvania.  Home of the Philadelphia Phillies double-A minor league ballclub.  Really, what are they thinking?

Somebody thought the club, known as the Reading Phillies or R-Phils since 1967, needed a re-branding.  So in came the high priced consultants from San Diego and cooked up an Ostrich as the new logo for the Reading Fightins.  The term Fightin Phils didn’t come out of left field; it was an old school alternate word logo that the major league club used to sport, and its been seen in recent history on rally towels during playoff time.

The logo also appeared on Phillies baseball cards, circa 1950, and the phrase really resonates for the Phillies.  Yes, even least year’s club, though far from Fightin’ most of the year, did make a valiant tool-little-too- late effort toward the end of the season to limp into the playoffs.  But the Reading Fightins?  Had they paid me instead of the San Diego Branders I do think I could have come up with something that rolls off the tongue a bit easier.  Nor would I have picked the Ostrich as a logo, that is unless someone in Reading is planning on burying his head in the sand.

About Leonard J. Press, O.D., FAAO, FCOVD

Developmental Optometry is my passion as well as occupation. Blogging allows me to share thoughts in a unique visual style.
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