Prior to the 2017 season, the Redbirds unveiled new logos and uniforms. The primary logo is designed to look like a neon sign, such as those seen on nearby Beale Street, consisting of the team name and a redesigned image of team mascot, Rockey the Redbird. A secondary logo uses similar neon tubing to form a "M" in the shape of a music note to honor the city's blues and rock 'n' roll heritage. Led by PCL Manager of the Year Stubby Clapp, the 2017 Redbirds clinched the division title with a 91–50 record. They went on to defeat the Colorado Springs Sky Sox, 3–2, to win the American Conference championship. In the PCL finals, the Redbirds defeated the El Paso Chihuahuas, 3–2, to win their third PCL championship. Memphis lost the Triple-A National Championship Game, 5–3, against the International League's Durham Bulls, whom they also faced in 2009.