The Los Angeles Rams, who are poised to play their first season this autumn at their new (still under-construction) SoFi Stadium, unveiled a new logo, brand asset refresh and uniform (designed by Nike).
Indeed, the refresh and redesign marked the first time that Nike had designed a new uniform and logo in conjunction with one other.
While the Rams previous logo featured an illustrated ram’s head in white and navy blue, the new treatment is bolder and simpler.
It sees the return to the brighter blues and golds which the Rams used in the past and a more prominent use of the letters ‘LA’ (it returned to the city in 2016 after years in St Louis) in an unusual ‘LA’ font and a horn designed out of the ‘A’.
Rolled out by a series of videos, social content pieces and PR from 23 March, the fresh bright blue and golden ‘sol’ yellow team colour scheme is both a nod to the team’s previous look and a touch reminiscent of the colour scheme of neighbouring UCLA.
A trio of videos spearheaded the new look launch programme.
The official five-minute livestream launch was titled ‘The New Chapter Begins’.
This was immediately followed by ‘A Revolution is Here: The LA Rams New Look’ posted across the team’s digital and social channels.
With further support in the form of a player reveal social spot called ‘Time to Switch Out the Hats’.
These were supported by a set of teasers, gifs and stills amplified organically across social.
— Los Angeles Rams (@RamsNFL) March 7, 2020
The Rams pic.twitter.com/qyspVxoHWX
— Los Angeles Rams (@RamsNFL) March 23, 2020
“The uniform design and the identity, never have we joined all of them together into one cohesive, comprehensive project like we have for the first time to the LA Rams,” said Nike senior design director Steve McClard.
“The process for doing a rebrand is very extensive, especially when the ask is, it’s all open, we are open for any kind of change here,” added NFL VP and Creative Director Shandon Melvin. “Yes, we have a really great iconic history here in Los Angeles, but it is all on the table. We want to look at everything. That was certainly the case here.”
Comment:
As ever with most logo/brand redesigns, especially in sport, immediate fan opinion on social media was mixed.
@kdemoff I can see why #Rams Fans are mad about the new logo. It looks like you stole it from @AngeloState Kevin listen to those Fans who buy Tickets and swag. The #RamsLogo is wack!!!! https://t.co/dVu8ThC5x3 #NFL #NFLCanada #LARams #LosAngelesRams #NFL100 #Football #KevinDemoff
— kareemslick (@kareemslick) March 31, 2020
Some @RamsNFL fans are NOT happy about the new logo…#Rams #LARams #NFL #LosAngelesRams pic.twitter.com/8NIM0wmyLv
— A2D Radio (@a2dradio_com) March 24, 2020
But hey, most people don’t like change (apparently).
Links:
LA Rams
https://www.instagram.com/rams
https://www.youtube.com/channel/UCyJ6yZdVUkBvt2vl4R03jcA/featured
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