NFL Brands Ranked & Rated
If you've read my previous posts then you know I'm inclined to delve into topics that aren't worth the time & attention of mainstream media. For that matter, they probably aren't worth my time either, but whenever I dip my toe into an odd sports or political debate I just can't help myself. That said, I do have over 25 good years of experience as a student of sports (I'm making the assumption that anything prior to the age of five doesn't count for much) coupled with roughly 12 years of being immersed in the world of marketing. So, you can trust that my "two cents" are sure to appreciate over time due to my level of objectivity and curiosity in matters that tend to not receive much thought.
Which brings me to today's topic... ranking and rating the 32 brands (logos/nicknames) of the NFL.
I used four criteria to rate the leagues brands using the traditional A+ through F grading scale:
- Is it appropriate? As in, does the nickname fit the host city.
- Is it timeless? What are the chances that the logo will be out-dated within the next 30-40 years.
- Colors. I leaned toward originality here and added some extra love in those cases where the colors were especially appropriate (Ex. Patriots and Dolphins).
- Fear Factor. Does the brand intimidate regardless of win total?
The scores for each category were assigned a numeric value which was then used to calculate an average overall score for each team. In cases where there was a tie, yours truly was the tie-breaker. Enjoy, and as always, enter your comments, complaints and rebuttals below.
1. New Orleans Saints
Overall: AAppropriate: A+ New Orleans having strong French and Catholic roots, it's hard to top this one.
Timeless: A+ Two questions I like to ask myself when determining if something should be characterized as timeless or not are "Would I believe you if you told me it was designed in the 1920s? And could this still be relevant in the 2030s?" When it comes the the Saints, the answer to both is a confident "yes".
Colors: A+ Any time you can find a way to effectively use black, you're going to pick up points with me. When you couple it with a muted gold tone, you have a highly appealing palette to work with... well done NOLA.
Fear Factor: A While picturing a literal Saint in your mind may not send a chill down your spine, lining up against to aforementioned traits will.
2. Pittsburgh Steelers
Overall: AAppropriate: A+ Pittsburgh is also known as The Steel City. Could you be more fitting?
Timeless: A+ It's not only the team's logo, it's the symbol for the city's steel itself. In other words, no need to change a thing.
Colors: A I like the Steelers' colors for the same reasons I like Saints'. Heck, they even have their own song.
Fear Factor: A Given the Steelers' history of seemingly impossible success, it was difficult to remain objective here, but all things considered, imagine yourself waiting to return a kickoff with 11 of these guys staring back at you.
3. Houston Texans
Overall: AAppropriate: A+ This teams practically named itself. No one in the Lone Star State should have any problem taking ownership of this squads efforts on the field.
Timeless: A+ The Texans are set for life with this logo. State flag? Check. Nod to the cattle industry? Check.
Colors: A+ In most cases, the ole red, white & blue seems like a mindless act of patriotism. Considering that Texas' flag just so happens to incorporate the same trio, this isn't one of them.
Fear Factor: B+ That bull is so amped he has a star in his eye... let's head the other direction.
4. Denver Broncos
Overall: A Appropriate: A The geographic position of Denver conjures scenes from old spaghetti westerns. And what would make for the perfect intro to a spaghetti western? That's right, a herd of broncos stampeding over a nearby hill.
Timeless: A Though it touts a flash of modernism, the Broncos logo has some serious staying power. Get used to seeing this one for a while folks.
Colors: A Despite John Elway's efforts to make the old scheme look good, that blue had to go. The current navy/orange medley is much easier on the eyes.
Fear Factor: A Maybe it's the altitude, or the way the bronco bust fits perfectly on the helmet, but I swear these guys look about 20 lbs stronger than most of the league.
5. San Francisco 49ers
Overall: A-Appropriate: A+ Paying homage to the gold rush of 1849 to which the city of San Francisco owes it existence.
Timeless: A+ If it ain't broke don't fix it. Unless they change the name of the city, I think we're good here.
Colors: A+ Gold in the color scheme of a team that gets its name from a bunch of guys who used to dig it up... genius!!!
Fear Factor: B- Though classic and historically apt, the good-guy Niners are missing that gut-wrenching edge mastered by their neighbors across the bay.
6. Oakland Raiders
Overall: A-Appropriate: B+ I'm sure there was some piracy going on the San Fransisco Bay area back in the day (and it continues in a different form today... what's up Napster?!?), but given the amount of thought that the aforementioned 49ers put into their nickname, I had to dock some points.
Timeless: B+ Above average marks for the Raiders here, although with Al Davis' recent passing, it wouldn't surprise me if we see a new approach.
Colors: A+ Arguably the best color combo in all of sports and yet oddly underused. I say pirate, you say black. It's as simple as that.
Fear Factor: A+ C'mon! The black hole?!?! They've really worked all of the above to their advantage. They even have a creepy theme song
7. Chicago Bears
Overall: A-Appropriate: C- If only there were grizzly bears roaming the streets of Chicago the Monsters of the Midway would have the top brand package in the league.
Timeless: A+ Simple, classic and assertive. This "C" is in rare company.
Colors: A+ The Bears' colors are familiar while at the same time subtly unique. Their blue seems almost black as it manages to mute the burnt orange just enough.
Fear Factor: A+ Dark, regal and representing the Second City these guys give the impression that it's getting ready to be a long Sunday.
8. Baltimore Ravens
Overall: B+Appropriate: A For those of you who opted out of, well, any English class, Baltimore is famous for being the longtime home and final resting place of Edgar Allan Poe. Poe's most famous work being The Raven... the name fits.
Timeless: C There's a lot the Ravens could do with their nickname, graphically speaking, but alas, they haven't figured it out just yet. Their image has been in a state of constant evolution since the team moved from Cleveland.
Colors: A+ Has the state of Maryland added purple to their state flag yet?... They should.
Fear Factor: A With a Poe reference you immediately have a built in eerie ambiance. I'm all for nominating these guys as the official team of Halloween.
9. Dallas Cowboys
Overall: B+ Appropriate: A+ If they weren't called the Cowboys they would still be called the Cowboys.
Timeless: A+ A star will always be a star. No need to shake things up, yet it could still pass as an antique.
Colors: B- Something about the way their helmets never seem to quite match their pants just rubs me the wrong way. Still, I get what you're trying to accomplish Jerry.
Fear Factor: B There's something about the Cowboys that says, "We're the good guys", to me. Overlooking that minor detail though, they do look pretty tough in the huddle.
10. Green Bay Packers
Overall: B+Appropriate: A+ It's only fitting that the team owned by common citizens be named after the company of the man who chipped in to get the ball rolling in the first place. The Indian Packing Company.
Timeless: A+ What would a packer look like anyway?
Colors: B+ Being located in Green Bay makes the first color a no-brainer and the yellow rounds things out nicely.
Fear Factor: C+ There's a twinge of Leprechaun to the Packers' look. It's a good thing they've developed a rep for letting their talent do the talking.
11. Kansas City Chiefs
Overall: B+Appropriate: B+ It's easy to associate Native Americans with the Great Plains. It's that same easy that keeps the Chiefs from top tier.
Timeless: A As was the case with SF, unless Kansas City changes it's name to Missouri City, we needn't see any changes here.
Colors: A The red and gold seem to match the city. They also seem to cry Fall which is when we play this silly game after all.
Fear Factor: B Kids play Cowboys & Indians for a reason, neither party is too scary to imagine chasing you.
12. New England Patriots
Overall: B+Appropriate: A+ New England = Boston = Paul Revere = Patriot.
Timeless: B- Patriotically speaking the Pats could do better in the timeless department. The subject of the logo looks just plain sad. And when was the last time he ate something?
Colors: A+ I'm pretty sure red, white & blue is a given here.
Fear Factor: C+ The teams in the middle of the pack in this category all suffer from Good-guy-itis. C'mon America, we can't be intimidated by ourselves!
13. New York Giants
Overall: B+Appropriate: B+ Yes, New York is a giant city. That said, it takes more than that to impress this panel of one.
Timeless: A+ Dropping the "Giants" logo was a good move. The "NY" feels fresh and new but it's actually identical to the logo the team used in the 1960s.
Colors: A Having the gray present to accompany the red, white & blue distracts my attention from the fact that yet another team is copying Uncle Sam.
Fear Factor: C I'm hoping that I haven't based this on Eli's dopey demeanor. After all, we're keeping this objective.
14. Minnesota Vikings
Overall: B+Appropriate: A The Northern Midwest received a large number of immigrants from Finland, Norway, and Sweden during the late 19th and early 20th centuries. So much so that we could have name the area New Scandinavia. Any time your fan base can look at you logo and think "grandpa", you've got a good thing going.
Timeless: A I'm pretty sure this is the international symbol for Viking. Anyone?
Colors: B- Note here what happens when you take purple away from black (e.g. Ravens) and pair it with yellow. It's just not the same.
Fear Factor: B- There's just something cuddly about that much purple.
15. Philadelphia Eagles
Overall: B+Appropriate: A Philadelphia, Pennsylvania, our nation's original capital and the site of the signing of the Declaration of Independance *insert eagle scream*
Timeless: B The Eagles' logo is fairly well done, however it doesn't fit the classic requirements as well as other logos.
Color: B+ THANK YOU Philadelphia for get out of the red, white & blue box. Although, I might have let it slide here.
Fear Factor: B Overall, the Eagles sport a nice, dark, ominous look. My hesitation is that they don't come off nearly as menacing as their fans.
16. Jacksonville Jaguars
Overall: BAppropriate: C Florida is better known for it's Panthers. They must have gotten their letter mixed up with Carolina during the 1995 expansion. When the team ultimately moves to Los Angeles you can bump this up to an A+.
Timeless: B- Their look doesn't seem quite as sharp as it did when they entered the league which is a problem considering that was only 17 years ago.
Colors: A The Jags get my award for Best Use of Teal. It works well with the gold and you've got to love those black helmets.
Fear Factor: A Maybe it's just the black helmets, but they look a lot more intimidating in photos than they do on tape... if you're picking up what I'm putting down.
17. Seattle Seahawks
Overall: BAppropriate: A+ For the longest time, growing up, I thought Seahawks only lived in Seattle. I now know, of course, that isn't the case... but a lot them do.
Timeless: B The Seahawks' logo gives a subtle shout out to the native population of the Pacific Northwest and has only undergone slight changes since it's birth in the 1970s.
Colors: C Four colors is a bit much for any team. It's even worse if that 4th color is "action green".
Fear Factor: B+ The all navy look looks much better on them than the old blue from the 70s, 80s and 90s. High marks for positive change.
18. Miami Dolphins
Overall: BAppropriate: A+ Five things should come to mind when you think about Miami: Cubans, cigars, South Beach, Manatees... and Dolphins.
Timeless: B+ The concussion-weary dolphin logo has received a couple of face-lifts over the years, but he has essentially stayed the same. Expect that to continue.
Colors: A In any other U.S. city, save for possibly Honolulu, this color scheme would be unforgivable. In Miami, it's just down right suitable.
Fear Factor: F The last time I checked, Flipper scared away any danger.
19. St. Louis Rams
Overall: B-Appropriate: D The Rams kept their LA nickname when they made the move east to St. Louis. That's becoming a pet peeve of mine.
Timeless: B The organization could afford to hang on to this one for a while. It may start to look more cartoon-ish as time marches on though.
Colors: A The Rams were one of the pioneers in pushing toward more classic color schemes when they darkened theirs in 2000... good move.
Fear Factor: B+ The signature Ram horns on their helmets are almost enough to confuse as the real thing. Let's just say there isn't much time for double takes on Sundays.
20. Detroit Lions
Overall: B-Appropriate: C- Let's see... Detroit... Detroit... I know! Let's call them the Lions!... Fail.
Timeless: B+ The Lions' recent logo makeover didn't forsake the original form, and the imrovements should hold them over for at least a couple of decades.
Colors: B I'm liking the blue on black, but the competition is stiff in this criteria.
Fear Factor: B The new just-barely-darker blue gives the Lions a couple more teeth to bare. Pre-makeover this would probably have been a "C".
21. Arizona Cardinals
Overall: B-Appropriate: C+ I guess you could argue that there are Cardinals native to Arizona, but it's not the state bird (i.e.Cactus Wren) and the only reason they are the Cardinals is because they kept their name after moving from St. Louis.
Timeless: B+ Not much else you can do with a Cardinal. It should be status quo for the foreseeable future.
Colors: B+ The Cardinal red looks great on players and in the stands.
Fear Factor: C I put much more weight on color scheme than mascot, but I couldn't let Zona slide here. You don't see folks ducking Cardinals very often.
22. Indianapolis Colts
Overall: B-Appropriate: C I'm not sure why you would name a team from Baltimore the Colts (which by the way is a clumsy baby horse). And I have no idea why you would move to a city famous for Indy racing and keep the same name.
Timeless: A When it's hard to imagine how you would even start to design a better logo for a team, it probably means you shouldn't.
Colors: B Their blue is nice but seems a bit lonely. When your best look is your all-whites, your glass ceiling is low enough that you probably shouldn't stand up to quickly.
Fear Factor: C Even in the peak Peyton days the Colts looked like pushovers. Low marks here.
23. Atlanta Falcons
Overall: B-Appropriate: B The hockey team was more aptly named (The Brown Thrasher is the state bird of Georgia). Since they've skipped town for cooler climes, perhaps Arthur Blank should shake things up.
Timeless: D We're starting to get into some extremely near-sited logos. I wasn't a fan of this one the day they rolled it out.
Colors: A You can't go wrong with red and black. As an added value for fans, Falcons gear goes well with UGA attire.
Fear Factor: B- It's difficult to take the logo seriously. This will be common theme as we round out the list.
24. Tampa Bay Buccaneers
Overall: C+Appropriate: A- The Tampa Bay area was surely a hot spot for pirate activity. This checks out.
Timeless: F Did the Bucs borrow their logo from a Disney movie? The sooner they scrap this one, the better.
Colors: B Pewter definitely jives with the swashbuckling theme and red is an effective compliment. I don't know how you can be the Buccaneers without more emphasis on black.
Fear Factor: B I have trouble looking past the cartoon-ish nature of the logo, but the colors and nickname suggest mutiny and pillaging so that counts for something.
25. Cleveland Browns
Overall: C+Appropriate: B The Browns were named after their first head coach, Paul Brown which is okay, but now what do you with it?
Timeless: C- The helmet logo looks like a default option on a mid-90s video game. The team has recently unveiled an alternate Bulldog logo as a tip of the cap to the infamous Dog Pound. Make that your primary logo and you'll get an upgrade here.
Colors: B+ Brown was a given for these guys and the orange is a natural fit. Even more than the Chiefs, they remind me of Fall and thereby Thanksgiving. Thanksgiving and football needs no explanation.
Fear Factor: C Considering that the team had a fairy ("brownie") incorporated into their logo at one point, one needn't quake in their boots.
26. Carolina Panthers
Overall: C+Appropriate: C As I mentioned in the Jacksonville breakdown, this nickname should have landed in Florida.
Timeless: D The original logo had more staying power than the version Carolina unveiled for the 2012-2013 season. Now it looks like something off of an Ed Hardy t-shirt.
Colors: B+ Black or white with "Panther blue" accents is definitely pro. Keep the mostly-blue jerseys in the locker room.
Fear Factor: B Like much of the league they're good but not great here. At least you can't mistake that cat as being friendly.
27. New York Jets
Overall: C+Appropriate: C- Okay, so you have Jets at your aiports... who doesn't?
Timeless: C This logo is a clash between past and present. The "Jets" in the logo is shades of the horrible logos the team sported in the 90's. While the NY looks like a throwback to the 60's. A word of advice, look to your roommates for logo consistency
Colors: B- It seems like there's something missing, but I'm not sure what I would add. Frustration ensues.
Fear Factor: B The Jets look too clean-cut to be intimidating. Adding Tim Tebow to the roster doesn't help with that.
28. Washington Redskins
Overall: C+Appropriate: A- The Mid-Atlantic region is well known for being where the first European explorers forged relationships with our Native American neighbors. The minus is because the term "Redskin" is politically insensitive.
Timeless: C This logo looks old in a tired "please retire me" kind of way.
Colors: C Maybe it's the logos fault, but these colors are hard to rally behind. Give Skins fans something else to wear.
Fear Factor: C- Old, played and tired are the words that come to mind when I think of the Redskins and that before I looks at the roster.
29. Cincinnati Bengals
Overall: CAppropriate: C- With the exception of the occasional security breach at a private zoo, there are no Tigers of any kind in Ohio.
Timeless: F The wandering Bengals can't quite seem to settle on a lasting image. What if the Chicago Bears had a "B" on their helmets instead of their iconic "C"? No bueno.
Colors: B+ These are natural tiger colors. I wouldn't mind seeing the orange toned down a bit.
Fear Factor: B+ They tend to wear a lot of black which, as you know by now is a huge plus. Good on ya' mate.
30. Tennessee Titans
Overall: CAppropriate: D Plainly said, this is an alliteration cop-out. Titans works for Sparta or Athens, but not the country music capital.
Timeless: C- As is the case with the Buccaneers, the Titans' brand would look better on a PS3 RPG. I like that they use part of the state flag. Start there on the redesign.
Colors: B+ Yet another out of place red, white & blue combo. I spared the rod on account of their blue being a few shades darker than cliche.
Fear Factor: C What? Are you going to cut me with that cartoon sword?
31. San Diego Chargers
Overall: CAppropriate: D When was the last time San Diego saw a Thunderstorm? Legend has it that the original owner of the club liked the idea of the team charging onto the field.
Timeless: F The Chargers' logo was a depiction of their helmet for a while. What could be worse, right? How about just the lightning bolt, sans helmet. I can only shake my head.
Colors: B+ Meh... powder blues are just okay for me.
Fear Factor: B- The Chargers just seem to blend in to me. Not a cakewalk, but not too tough either.
32. Buffalo Bills
Overall: C-Appropriate: D This makes zero since. The team is named after Buffalo Bill Cody who oddly enough had nothing in common with the city of Buffalo except a name. In a word, embarrassing.
Timeless: C- This logo is classic like an early model Apple computer: ugly, clunky and, if managed properly, the foundation of something great.
Colors: C Again with the red, white and blue!!! I give up.
Fear Factor: C+ A charging buffalo? Yes. These guys? Negative Ghost Rider.
***The use of NFL logos is purely for illustration purposes and is not meant to confuse anyone about the ownership of the individual brands. Any images in this post are strictly and solely the property of the National Football League and its affiliates.***
