Classic baseball caps are instantly recognizable, and so it goes with the intertwined “S” and “F” of the San Francisco Giants. One look at that orange-on-black combination instantly conjures up images of powerhouse lineups featuring Willie Mays (shown) and Willie McCovey at wind-swept Candlestick Park.
The Giants’ San Francisco logo grew directly out of the old New York Giants logo when the team moved west to start the 1957 season. At some point, the serifs on the letters were removed and the simplified logo lasted roughly through the Will “The Thrill” Clark era. The team re-established the more classic look with the serifs about the time I moved to San Francisco in 1999, and they’ve stuck with it ever since.
When most teams save the Yankees were experimenting with new looks in the 1970s, the Giants added an orange-billed cap to their uniform lineup. The team brought the orange-billed caps back this year on Sunday games, and the Giants presumably will be wearing them for Game 4 of the World Series.
Just as the S-F ligature looked great on Willie Mays, it looks terrific on Tim Lincecum, Matt Cain, Buster Posey and all the other 2010 Giants. Only time will tell if their legacy is as grand as those of Mays and McCovey.