LOS ANGELES RAMS
The Rams began their first stint in the National Football League back in 1946, spending nearly 50 years in the sunshine state, before relocating to St. Louis in 1995. When the team packed up and headed back to L.A. in 2016, they found themselves in identity purgatory.
The NFL’s absurd uniform regulations prohibited the Rams from cleanly transitioning from the navy and gold they wore in St. Louis, to their royal and yellow roots, leaving them to spend the last several seasons sporting mismatched helmets and uniforms.
Ahead of the 2020 season, the team unveiled a whole new identity - the early reviews of the logos and uniforms have not been great, and the fans aren’t impressed. The Rams will be sharing the stadium with the L.A. Chargers, so the Rams need an identity that separates them from the Chargers’ newly refreshed powder blue and yellow color scheme.
This conceptual identity preserves and celebrates the iconic uniform set, while taking the team’s logo set in a new direction. Check out the images below to see the proposed identity of the Rams in 2020.
Helmet color to match uniform & the rest of identity
Ram’s Horn / Sunshine “LA” logo at base of collar
Updated logo & branding, more cohesive & historic, less “trendy”
Uniform numbers & shoulder horns return to classic look