Byers Softball Complex
Brand Identity & Visual System
The Byers Softball Complex has long been a cornerstone of South Bend’s recreational landscape, hosting regional tournaments and welcoming athletes and families from across the Midwest.
As part of a major city-led revitalization effort, the complex underwent significant upgrades to reestablish itself as a premier destination for softball and community activity.
Working within the City of South Bend’s Venues Parks & Arts team, Rutendo Jairosi of Jairosi Graphic Design led the development of a refreshed brand identity system to support the complex’s relaunch.
The Challenge
The goal was to create a new visual identity that:
Reflected the renewed energy of the complex
Honored its legacy within the community
Felt bold, athletic, and recognizable
Could be applied consistently across signage, materials, and future expansion
The identity needed to position Byers as both a community hub and a regional destination.
The Approach
The design approach focused on building a strong, flexible brand system that could live across both digital and physical environments.
The visual direction emphasized clarity, movement, and energy — drawing from the dynamics of the sport while maintaining a clean, modern aesthetic.
The system was designed to be scalable, ensuring it could support everything from signage and wayfinding to promotional materials and future developments.
Brand System
A comprehensive identity system was developed, including:
Primary logo and supporting logo suite
Color palette designed for visibility and impact
Typography system for consistency across applications
Foundational visual language for future materials
The identity was built to feel both approachable and competitive, aligning with the complex’s role as a space for both local leagues and larger tournaments.
Application
The brand system was designed with real-world use in mind, supporting:
Facility signage and environmental applications
Promotional and communication materials
Future expansion across programs and events
This ensured the identity could extend seamlessly as the complex continues to grow.
Outcome
The refreshed identity provides a strong visual foundation for the complex’s next chapter.
It supports:
A more cohesive and recognizable presence
Alignment with the city’s broader investment in the facility
An enhanced experience for athletes, families, and visitors