The Tampa Bay baseball organization has done something more perplexing than signing overrated veterans or drafting another lousy outfielder. They’ve eliminated the “Devil” from the “Devil Rays” team name, and will be referred to from now on as the “Rays.” According to Rays’ principal owner Stuart Sternberg, the new name is meant to represent the way in which the team is “a beacon of light that radiates throughout Tampa Bay and across the entire state of Florida.” Come on. The manta ray is a pretty intimidating animal, not to mention a mysterious mascot. This name change, readers, is a dire mistake.
As one of baseball’s youngest franchises, the Devil Rays had one of the catchiest names in the big leagues, but the name did not translate into on-field success. The team’s performance on the diamond was far below par for its first 10 seasons, as the Rays finished a combined 612-926 for a winning percentage of .398. The name change, as described by franchise officials, is rooted in cutting ties to the past decade and seeking a new beginning to a hopefully promising future.
The new team colors are navy, Columbia blue and a touch of gold—much less unique than the lime green, purple and black that characterized the former Devil Rays. The new logo features a bright yellow sunburst that represents the Sunshine State of Florida, as well as the young and rising talent within the Rays system.
Typically, it wouldn’t matter what type of talent the Rays had coming up in the minors, because I would know that they would finish in fifth place in the AL East. This year, on the other hand, top third-base prospect Evan Longoria and newly acquired pitcher Matt Garza are ready to make an impact. The Rays also signed the first pick in the draft last year, pitcher David Price, who was widely regarded as one of the top players in college baseball.
When Sternberg made the announcement of a name change, it was with the intent of a complete identity change. “As we enter our second decade of play, it is important that we express a classic, crisp, traditional baseball look,” Sternberg said at the time. “These new marks will have a positive effect on the franchise as we progress towards new levels of achievement and success.” It is on this point that I must disagree with you, Mr. Sternberg.
The official name change of the Rays has gone largely unnoticed by the casual baseball fan. I have polled several baseball followers and nearly none of them were able to positively identify the fifth team in the AL East as the Rays as opposed to the Devil Rays. The other logo was cool: a swiftly moving sting ray with vivid, unique colors that should characterize the uniforms of a young franchise. The new one is simply lame. A beacon of light? That is not the least bit intimidating, or even exciting.
The only thing that is going to make this team better is better hitting, better pitching and better coaching. Maybe players will psychologically appreciate the novelty of a new team name and logo. But without significantly better play—and I mean significantly better play—the players may as well go out there with no name, wearing swim trunks.
In an especially competitive division, the name won’t matter. What will matter is how the Rays play in New York, Boston and Toronto. Tampa Bay centerfielder B.J. Upton doesn’t need to be called a “Ray” to hit a home run; now, he just looks worse hitting it. Carlos Pena hit 46 home runs as a Devil Ray in 2007. His ability as a Ray presumably hasn’t changed, but his uniform has. There is some good news for Rays fans, however. Their players have improved and their future looks promising. Sadly, they don’t have the firepower to compete in 2008. Now, they also don’t have a great name and logo to fall back on.