The Cleveland Browns have survived the past 50 years with an eclectic set of brand marks and wordmarks that have persisted, but lacked timelessness, stability, and relevance compared to the purity of their 1950’s themed uniforms, logo-free head gear, bold striping patterns, and untouchable color palette.
The current mark, a 3/4 view 1980’s era football helmet illustration has clear challenges, most notably, it’s ability to be applied gracefully to the plethora of applications required by a professional football team (broadcast graphics, digital media, merchandise, fan gear, sideline gear, etc.)
Gridiron Lab set out to explore a variety of primary brand mark and wordmark studies to help translate the powerful Browns on-field persona to the Cleveland fans. One with timelessness, integrity, and respect for the storied franchise. The outcome was over 1 million impressions from fans all over the country weighing with praise, possibilities, and valuable critique–proving that involving customers (fans) is a non-negotiable part of any design process.