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The purpose of this study is intended to give suggestions for studying visual identity of professional baseball industries which has some effects on team image and team reputation and provide professional baseball industries with the suggestions improving image and deriving positive team reputation. For this research, responses from 313 consumers who was experienced attending or watching the TV baseball game was used. Correlation analysis, CFA, and SEM were used to examine research hypotheses by using SPSS win ver.14.0 and AMOS 5.0. As results was followed. First, visual identity had significant positive (+) influenced on team image(game managing, social responsibility). Second, visual identity had significant positive (+) influenced on team reputation. Third, team image(game managing, social responsibility) had significant positive (+) influenced on team reputation. As indicated above, visual identity have critical effects on team image and team reputation. Accordingly, professional basketball industries must develop their own visual identity and manage team image and team reputation to appeal to consumers and active communication should be made as well.