Apparently, I was not alone in that sentiment, as the team’s unveiling of new logo was followed by a tidal wave of negative feedback and angry tweets. Fans and non-fans alike mocked the new identity, joking that the new logo was better suited to represent internet browsers, local morning news TV programs, and even the other Los Angeles NFL franchise.
Yet, I found that my discontent with the new look materialized from a very different place than the vocal majority.
No, I don’t believe the Rams organization botched the rebranding process.
To be honest, I’m not even sure that I dislike the new logo.
They chose to build their brand around the iconic ram horn on the helmet, Los Angeles, and bold and bright colors… just as I would have done.
Which is why I decided to throw myself into this concept.
I had a feeling that all the pieces to an amazing identity were right there, waiting to be assembled.
Could a designer follow the same path, aim for the same target, only to hit the bullseye instead?
