Period Three Blog » NFL logo reboot

Sep072007

NFL logo reboot

Posted by Gene in Design

The NFL is rebooting it’s logo, not very much though. I have to wonder why they would feel the need to tinker with this age-old design… Isn’t it working just fine, and the changes are fairly subtle for the amount of money that will have to go into launching the new logo.

Tinkering with one of the country’s most powerful and ubiquitous sports brands will be a risky and expensive business. NFL sponsors such as Reebok, Riddell, Wilson and EA Sports will have to switch shields on everything from uniforms (players wear three logos at the neck and waistlines and on the helmet) and licensed merchandise to the official “Duke” game ball and Madden video game. Even groundskeepers will have to adopt the new shield at NFL stadiums.

But Baird believes the cleaner, more modern symbol will “pop” better during TV telecasts. The less-busy logo will also show up better on “third screens” increasingly used by sports fans: cellphones, laptops, iPods and PDAs.

It’s interesting to me because it seems the biggest reason for the re-design is so that the logo will show up better in new media, like online and handheld devices. This should show us that everyone is gambling on new technology and the media that will eventually be flowing there. If these guys are going to make the move, even given the enormous costs involved in doing something as simple as changing some simple things on your logo, then we should all become more knowledgeable about what’s in store for us as designers as more and more devices and media are created…

Period Three - Simple, Measurable, Powerful.

NFL logo reboot

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