Originally posted on Bush League Chronicle  |  Last updated 4/1/13

Louisville Slugger, the 129-year-old company famously known for manufacturing quality bats, is making some changes just in time for Major League Baseball's Opening Day.The first change involves increasing the hardness of the wood to help strengthen the surface of the bats and to reduce splintering or breaking. MLB has had a problem with bats shattering during games in recent years. Louisville Slugger is hoping to change that.The new bats, which are made of ash or maple, now undergo more strenuous selection, drying, and processing methods, which in combination leads to a much harder piece of lumber than previous models.“The crack of the bat is just so much different because of the drying process,” said Bobby Hillerich, director of Wood Bat Manufacturing for Louisville Slugger.This is the biggest change Louisville Slugger has made to its hardware since unveiling cup-ended bats in 1972.Now, the updated logo has Louisville in smaller letter font over the word Slugger, which is reverse of what the old logo looked like. The words remain inside the traditional oval with an interlocking “LS” added to the top.The company is making the changes in an effort to stay relevant in the sporting goods supply market and to also help attract young players to its products."Changing such an iconic logo can come with risks, particularly if the alterations are dramatic enough to cause customers to not recognize the brand identity," said Michael Barone, a professor of marketing at the University of Louisville."When you've been in the market that long, consumers may start to think you are not as contemporary or relevant as you really are," Barone said. "A logo could signal something new. It helps get attention back to a mature brand."Via Boston Herald

GET THE YARDBARKER APP:
Ios_download En_app_rgb_wo_45
MORE FROM YARDBARKER

WATCH: Russell Westbrook posterizes DeMarcus Cousins to seal win

Tampa Bay Lightning trade star goaltender Ben Bishop to the LA Kings in surprise deal

Divac makes bold promise after trading DeMarcus Cousins

Popovich praises Magic, wishes him well with Lakers

Report: Andrew Bogut likely to join Cavs after buyout

LIKE WHAT YOU SEE?
GET THE DAILY NEWSLETTER:

Report: Broncos expected to 'at least discuss' Romo

Report: Raiders don't expect to keep Latavius Murray

Report: Josh Hamilton needs another knee operation

Ball's father says comment about Lakers was misquoted

Revis hints he is open to taking significant pay cut

Several NBA executives have concerns about Lonzo Ball’s father

Top 10 shortstops in baseball for 2017

The most dangerous NBA teams flying under the radar

Eat, Drink, Watch: Your award-worthy weekend planning guide

Grading the NBA trade deadline on the Vince Carter scale

Box Score 2/24: A night of NBA disrespect

As NHL trade deadline nears, seven teams who could be dealing

The 'Pete Rose instead of Kareem? Surely, you can't be serious' quiz

Streaming sports docuseries you don't want to miss

Teams that can prevent a Cavs-Warriors NBA Finals three-peat

The NFL off-season is a passer’s fancy

The Aesthetic: Pushing the boundaries of the three-pointer

NBA coaches who should be fired soon

MLB News
Delivered to your inbox
You'll also receive Yardbarker's daily Top 10, featuring the best sports stories from around the web. Customize your newsletter to get articles on your favorite sports and teams. And the best part? It's free!

By clicking "Sign Me Up", you have read and agreed to the Fox Sports Digital Privacy Policy and Terms of Use. You can opt out at any time. For more information, please see our Privacy Policy.
the YARDBARKER app
Get it now!
Ios_download En_app_rgb_wo_45

Top 10 shortstops in baseball for 2017

The most dangerous NBA teams flying under the radar

Eat, Drink, Watch: Your award-worthy weekend planning guide

Grading the NBA trade deadline on the Vince Carter scale

Streaming sports docuseries you don't want to miss

As NHL trade deadline nears, seven teams who could be dealing

The 'Pete Rose instead of Kareem? Surely, you can't be serious' quiz

Teams that can prevent a Cavs-Warriors NBA Finals three-peat

The NFL off-season is a passer’s fancy

QUIZ: Name every MLB pitcher who has recorded 10 or more shutouts in a single season

Today's Best Stuff
For Publishers
Company Info
Help
Follow Yardbarker