On 2 February, after much rumour, speculation, a fair few leaks and more than 40,000 name suggestions from fans, the NFL’s Washington Football Team (known as the ‘Redskins’ until July 2020), rolled out an integrated campaign to unveil its new name – The Washington Commanders.
The name was confirmed through a multi-channel reveal spanning the NFL franchise’s own social media platforms, on NBC’s ‘Today’ show and at a live event held at its home FedEx Field.
The club’s rebrand spans a new name, logo and brand assets: the team has kept its familiar burgundy and gold colour scheme, but its indigenous imagery is swapped for military-inspired creative (including a band of stars).
A year in the marking, the new identity follows several months of feverish teasing, the franchise worked on the project with rebrand agency ‘Code And Theory’ (owned by the Stagwell Group): which also crafted the franchises interim ‘Washington Football Team’ identity and ‘No Name But Team’ campaign for the NFL’s 2020-2021 season.
The New York-based creative shop called for public and fan input for the franchise’s permanent identity: it even opened ‘Brand Journey’ webpage dedicated to the process which received no fewer than 40,000 name and logo suggestions.
In summer 2021, Team CEO Tanya Snyder appeared on an ESPN podcast and unveiled an ‘unofficial shortlist of finalists’ which included the names ‘Armada’, ‘Brigade’, ‘Defenders’, ‘Presidents’ and ‘Red Hogs’.
Six months later a multi-channel campaign unveiled the ‘Commanders’ name led by a hero spot called ‘We Are The Washington Commanders’ and a live launch event from the team’s home stadium.
One legacy. One unified future.
We are the Washington Commanders #TakeCommand pic.twitter.com/Eav9NOV5Mm
— Washington Commanders (@Commanders) February 2, 2022
These were supported by a set of social content rolling out across all team channels promoting the new name and marks: including Instagram, TikTok and even a touch of amplification from the President whose dog is called Commander.
@commanders One legacy. One unified future. We are the Washington Commanders #fyp ♬ original sound – Washington Commanders
— Washington Commanders (@Commanders) February 2, 2022
These Commander cars are headed around the DMV today
Be on the lookout pic.twitter.com/A7lqZtiHcG
— Washington Commanders (@Commanders) February 2, 2022
“As an organization, we are excited to rally and rise together as one under our new identity while paying homage to our local roots and what it means to represent the nation’s capital,” said Team Owner Dan Snyder.
“I think the Commanders is a name that is going to be one that hopefully people like going forward,” said legendary team quarterback Joe Theismann who played for Washington in the 1970s and 80s – noting that there are “a lot of commanders in Washington, DC and the Pentagon and a lot of different branches of the service.”
Comment
The new ‘Commanders’ name doesn’t have a particularly strong tie-back to the franchise’s history, but, despite the military hints, has been received as being largely uncontroversial.
After refusing to consider any changes for years, despite strong objections from Native American groups and objections from many other fans and citizens, in July 2020 the franchise announced it was to abandon its controversial Washington Redskins name and brand imagery.
Native organizations and activists were positive about the name change, but added that the NFL team still has work to do in terms of improving its relations with many Native Americans after using a moniker offensive to many Indigenous peoples for 90 years.
Previous notable recent NFL brand refreshes include the LA Rams redesign in 2020.
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