When the Long Beach Coast, a new team in baseball’s unaffiliated Pioneer League, unveiled its brand just a few weeks ago, they also announced that they would have an alternate identity inspired by the team’s part-owner, rapper Warren G. The branding for the Long Beach Regulators has arrived, and it’s an ode the California town’s role in the 1990s G-Funk era.
Per the team:
The G-Funk era didn’t just produce chart-topping records; it reshaped how the world heard music, how a generation carried itself, and how one city announced itself to the globe. That era put Long Beach on the map in a way that has never faded. The Regulators identity is built on that foundation: a tribute to the unmistakable swagger that has always defined this city, and a declaration that the Long Beach Coast is here to carry it forward.
Like the branding for the Long Beach Coast, the Regulators brand is based on typography and is intentionally devoid of the characters or illustrations that have become more common in minor league baseball branding. While the Coast’s primary brand is a swoopy, beachy yellow and green, the Regulators identity is a stark, angular serif typeface set in black and white.
“Long Beach has always set its own tone and had its own swagger,” Warren G said in the unveiling. “This baseball team, the Coast, represents the heart of the city, but the Regulators legacy will always be part of Long Beach culture.”
The team’s will hold Regulators Night every Friday throughout the season, featuring music of the G-Funk era during games. The home opener is set for June 2 at historic Blair Field.