Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

New Logo for XFL



Noted Feb. 5, 2018 by Armin

Industry / Sports Tags /


“The XFL was a professional American football league that played its only season in 2001. As originally conceived, the XFL was operated as a joint venture between the World Wrestling Federation (now known as WWE) and NBC. The XFL was conceived as an outdoor football league that would take place during the NFL off-season, and promoted as having fewer rules and encouraging rougher play than other major leagues. The league had eight teams in two divisions, including major markets and those not directly served by the NFL, such as Birmingham, Las Vegas, Memphis, and Orlando. The XFL operated as a single entity (unlike most other professional sports leagues, which operate under the franchise model), with all teams centrally owned by the league. […] McMahon maintained control of the XFL brand after the league ceased operations, and on January 25, 2018, he announced the return of the XFL with a target relaunch date of 2020. The revival will be owned by McMahon’s Alpha Entertainment, a company separate from WWE.” (Wikipedia)

Design by


Related links

CBS story breaking down the new elements of the XFL

Images (opinion after)
New Logo for XFL
Re-introduction video. The first two minutes are a promo video — which, yeah… — and the rest is Vince McMahon being Vince McMahon.

It’s hard to believe it’s been 17 years since the original XFL fiasco but it’s a small lifetime… enough for someone to realize that a bastardized version of Copperplate Gothic is perhaps not the best thing for a sports league logo. That old logo was terrible. The new one is surprisingly good and thought out. I mean, it’s good by alternative-football-leagues-started-by-wrestling-magnate standards. Whoever designed this actually considered it pretty well, matching all the thin strokes nicely and aligning the angles of the big “X” and the little “X”… even where the top of the “L” hits the right angle of the “X”. This could have easily been another gaudy rendition but instead it’s a nice balance of Xtremeness and restraint. I just wish I could say the same about the intro video rap.

Thanks to Joe Kessen for the tip.

Your opinion…

On Logo

See what else happened on Brand New each year since publication began in 2006


Logo Before & After
Logo detail

Share ›

Spotted Around the web

New Logo for Front

New Logo for Front
Spotted Jul. 30, 2020

Pinned Recent, Big Stories



Posted Jun. 6, 2013