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New Logos for Los Angeles Rams by Nike GIG



Noted Mar. 24, 2020 by Armin

Industry / Sports Tags /


(Est. 1936) “The Los Angeles Rams are a professional American football team based in the Los Angeles metropolitan area. The Rams compete in the National Football League (NFL) as a member club of the National Football Conference (NFC) West division. The club has won three NFL championships, and is the only one to win championships representing three cities (Cleveland in 1945, Los Angeles in 1951, and St. Louis in 1999). Starting in 2020, the Rams will play their home games at SoFi Stadium in Inglewood, which they will share with the Los Angeles Chargers.” (Wikipedia)

Design by

Nike Graphic Identity Group

Related links

Los Angeles Rams new look microsite

Relevant quote
The LA mark was crafted with a focus on the horn intertwining with LA, ensuring that the Rams are forever tied to the city of Los Angeles. The gradient in the horn transitions from a white horn to a more vibrant ‘Sol’ horn as a way to pay homage to the evolution of the color of the horns that have historically adorned the Rams’ helmets.

The mark was crafted to evoke a sense of upward and forward movement, amplified by the gradients. The letters are italicized, mirroring the connected, progressive nature of both LA and the Rams organization. The depth of the mark design creates a sophisticated look unique to the Rams within the ecosystem of the NFL.

The ‘Ram Head’ pays homage to the organization’s history, pulling inspiration from the team’s earliest logos. The current Ram Head is a modern take on that historical look, which features the new, iconic horn.

Rams new look microsite

Images (opinion after)
Logo history.
New Logos for Los Angeles Rams by Nike GIG
Primary logo.
New Logos for Los Angeles Rams by Nike GIG
Primary logo animation.
New Logos for Los Angeles Rams by Nike GIG
Primary logo golden ratio structure: “By focusing on the most iconic part of the team’s brand identity throughout franchise history - the Horn - the Rams discovered nature’s beauty unfold with the golden ratio (aka Fibonacci Sequence) in its curvature. This same ratio underpins the perfect spiral and the perfect wave and became the driving concept behind the new logos.” 🤔 🤔 🤔
New Logos for Los Angeles Rams by Nike GIG
New Logos for Los Angeles Rams by Nike GIG
Primary logo and wordmark lock-up.
New Logos for Los Angeles Rams by Nike GIG
New Logos for Los Angeles Rams by Nike GIG
Secondary logo. “The shape of the ram horn that connects both logos mimics the spiral of a football and the crest of a wave in the ocean, the same design drivers that influenced SoFi Stadium, which the Rams will call home starting this year.”
New Logos for Los Angeles Rams by Nike GIG
Color palette.
Stuff, flashing.
Identity introduction video.

The old logo was meh and in the same vein as most NFL logos of sideways angry fauna. Also, I’m not an avid NFL consumer, much less a Rams fan so I have no sense of how much attachment there is to the old logo but, as an outsider, I can say not much is lost. The new logo is not bad… I don’t think I like it either but, to its credit, it sidesteps many possible trends and sort of does its own thing, which is kind of refreshing these days. It’s not a soccer-like crest, it doesn’t have spikes, it’s not a deadpan sans serif, and it does something unique, taking the “A” and transforming it into a horn that has a nice interplay with the “L”, creating some welcome depth. Again, I don’t love it but I do appreciate it. I could have easily done without the fibonacci gridsplaining because it’s almost a parody but, oh well, it’s there, for our amusement. I can’t express the same kind of appreciation for the full “LOS ANGELES RAMS” wordmark… there are so many wonky things about it, it’s hard to know where to start but the “R” and “M” are a good place with the “L” as the end point. It feels like customization for customization’s sake. When italicized for the lock-up with the primary logo, the quirks are multiplied and it makes for some really uncomfortable letters — again, I point you to the “R” and “M”. The Ram Head logo is very odd and a little disturbing — hard to pinpoint exactly what bothers me about it but it’s somewhere deep in me. The flashing motion stuff looks kind of cool — I believe it was done by Troika (as some of the files had “Troika” in the name) — and shows some potential for its application. Given how little NFL teams change their logos — both in quantity and drastic-ness — this is one of the first big, dramatic changes in some time and, despite some personal grievances with some of the elements, there IS something exciting about it that perhaps other teams will follow, which could be a good thing for the league.

Thanks to Marc Stevens for the tip.

Your opinion…

On Primary Logo


On Ram Head Logo


On Wordmark

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Logo Before & After
Ram Head Logo

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