The second in an ongoing series of entries about vintage sports identities. Sports fans, as I have often said, are the most ardent brand loyalists on the face of the earth. There are stories to be told here at the intersection of art, commerce, history, and fandom.

In the sports world, a change in visual identity is generally spurred on by either a) a change in franchise ownership, or b) the desire to separate from an era of failure on the field of play. In January 1944 the Philadelphia Phillies were getting ready for what was to become yet another year in the middle of a streak of 16 consecutive losing seasons. This was also to be the first season under a new ownership regime, led by 28 year-old Bob Carpenter Jr.

During the 1943-44 offseason the club hired marketing consultants in an effort to increase revenue and drum up fan support—a very unusual move for a Major League franchise back in those days, especially so in the middle of World War II. An additional nickname and a visual insignia were sought for the franchise, via a contest. This new monicker was intended to supplement the traditional Phillies nickname. A contest was announced on January 25, seeking a fresh name, one which would reflect the club's "new spirit," with a $100 war bond to be awarded to the winning entry.