Title
Can You Own Color?
Year
2021 - Current
Color in professional sports operates as a form of ownership, constructed through repetition, recognition, and cultural adoption.
Team colors function as a primary branding tool, extending beyond uniforms into merchandise and fan identity.
Over time, certain teams establish strong associations where color alone signifies the brand, raising the question of whether a color can be “owned.”
THE BRAND IS THE BUSINESS
Baseball cards originated as a branding tool connecting teams with fans, but have since become objects defined by rarity and value.
This project repositions the card as a surface for color, applying team colorways to emphasize identity through visual association rather than player representation.
Red, white, and blue colorways, closely tied to American identity, are repeatedly reinforced by some of the most successful teams, creating strong brand dominance.
Not all teams achieve strong visual ownership, regardless of success or player recognition.
The Los Angeles Angels, for example, operate within a similar red palette as the Boston Red Sox, yet lack the same level of cultural association, making their identity less distinct.
This investigation extends beyond baseball cards into other cultural objects, including magazines, sweaters, and jerseys.
Each surface operates as a carrier of identity, where applied colorways continue to test how association, repetition, and context construct perceived ownership.
