The Signs They Are A Changin’: American Family Insurance Unveils New Logo For Brewers Stadium

Miller Park Will Become American Family Field On Jan. 1

Miller Park, Milwaukee
Miller Park, home of the Milwaukee Brewers. Gretchen Brown/WPR

Milwaukee baseball fans now know what will go up on the front of the Brewers’ stadium once the Miller signage comes down.

Miller Park will become American Family Field beginning Jan. 1, 2021 when the insurance firm becomes the title sponsor of the Brewers’ ballpark. American Family Insurance revealed the park’s new logo on Thursday.

It was a collaboration between the Brewers and the company, according to a news release from American Family.

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“The American Family Field logo we unveil today is as much about the Brewers and their fans as it is about us, and that sentiment is reflected in the logo’s design,” said American Family President Bill Westrate.

The company worked with Salt Lake City-based Infinite Scale, a firm that specializes in sports venue branding, to come up with the stadium’s new name and logo. Infinite Scale’s client list also includes the Green Bay Packers.

Miller Park will become American Family Field on Jan. 1, 2021. The stadium’s new logo was unveiled Sept. 3, 2020. Photo courtesy of American Family Insurance

The new logo will be displayed outside the stadium and on its scoreboard. Its navy and gold colors mirror those of the Brewers, and its arches are inspired by the stadium’s roof. It also features elements of the American Family Insurance logo.

The 15-year partnership between the Brewers and American Family Insurance also includes renaming the team’s Cactus League complex American Family Fields of Phoenix.

Fans haven’t been entirely enthusiastic about the change. After it was announced MillerCoors would no longer be the stadium’s title sponsor, more than 90,000 people signed a petition to keep the Miller Park name.