NFL Network
Brand Identity
NFL asked us to rebrand its TV channel to speak to a more diverse, digital-first audience. The bolder, more flexible identity system featured a custom typeface and multi-platform toolkit to unify the brand, helping NFL Network reach record viewership in 2017. The same year we rebranded GameDay, NFL Network's all-Sunday highlights and analysis show.
How do you evolve a legacy brand identity to be more inclusive?
We created a comprehensive graphics package for the NFL Network leveraging a massive catalog of in-game and behind-the-scenes footage to bring fans a more inviting and inclusive vision of the game. Through a digital-first strategy we allowed the imagery and content to thrive across all screen sizes, catering to a more diverse and forward-looking audience.
How do you evolve a legacy brand identity to be more inclusive?
We created a comprehensive graphics package for the NFL Network leveraging a massive catalog of in-game and behind-the-scenes footage to bring fans a more inviting and inclusive vision of the game. Through a digital-first strategy we allowed the imagery and content to thrive across all screen sizes, catering to a more diverse and forward-looking audience.
How do you evolve a legacy brand identity to be more inclusive?
We created a comprehensive graphics package for the NFL Network leveraging a massive catalog of in-game and behind-the-scenes footage to bring fans a more inviting and inclusive vision of the game. Through a digital-first strategy we allowed the imagery and content to thrive across all screen sizes, catering to a more diverse and forward-looking audience.
While developing the new system we created a new custom font for NFL.
Designed in collaboration with our friends at Commercial Type, “NFL Tackle” serves as a visual anchor for the entire rebrand. Our bespoke typeface is weighty and impactful, yet round and accessible. By leaning into the contours and outlines of the letterforms, we were able to create a modern, bold, and youthful visual counterpoint to classic NFL shield. The end result calls to mind the unique personality and dynamic spirit of the game.
While developing the new system we created a new custom font for NFL.
Designed in collaboration with our friends at Commercial Type, “NFL Tackle” serves as a visual anchor for the entire rebrand. Our bespoke typeface is weighty and impactful, yet round and accessible. By leaning into the contours and outlines of the letterforms, we were able to create a modern, bold, and youthful visual counterpoint to classic NFL shield. The end result calls to mind the unique personality and dynamic spirit of the game.
While developing the new system we created a new custom font for NFL.
Designed in collaboration with our friends at Commercial Type, “NFL Tackle” serves as a visual anchor for the entire rebrand. Our bespoke typeface is weighty and impactful, yet round and accessible. By leaning into the contours and outlines of the letterforms, we were able to create a modern, bold, and youthful visual counterpoint to classic NFL shield. The end result calls to mind the unique personality and dynamic spirit of the game.
NFL GameDay Rebrand
The new GameDay is designed for all screens, from mobile to the stage set.
The GameDay rebrand is a strategic response to audiences searching for more authentic brand experiences, and who are increasingly shifting their attention toward digital and OTT for sports coverage. We dialed back the over-dramatized 3D elements in favor of a flatter, cleaner look to enable more cross-platform clarity. The low-overhead system prioritizes a modern digital vernacular that flexes easily to accommodate rapidly changing content, while creating a unified brand experience across all screens.
NFL GameDay Rebrand
The new GameDay is designed for all screens, from mobile to the stage set.
The GameDay rebrand is a strategic response to audiences searching for more authentic brand experiences, and who are increasingly shifting their attention toward digital and OTT for sports coverage. We dialed back the over-dramatized 3D elements in favor of a flatter, cleaner look to enable more cross-platform clarity. The low-overhead system prioritizes a modern digital vernacular that flexes easily to accommodate rapidly changing content, while creating a unified brand experience across all screens.
NFL GameDay Rebrand
The new GameDay is designed for all screens, from mobile to the stage set.
The GameDay rebrand is a strategic response to audiences searching for more authentic brand experiences, and who are increasingly shifting their attention toward digital and OTT for sports coverage. We dialed back the over-dramatized 3D elements in favor of a flatter, cleaner look to enable more cross-platform clarity. The low-overhead system prioritizes a modern digital vernacular that flexes easily to accommodate rapidly changing content, while creating a unified brand experience across all screens.
We also evolved the look and feel to extend across every NFL team logo.
Placing a premium on authenticity, directness, and surprise, our design combines a bold use of team colors with football symbolism to strike an emotional chord with fans. Radical cropping and bold color blocks feel refreshingly unexpected, while sparking instant team recognition among passionate fans. The editorial approach puts players and franchises first, generating drama through movement and editing rather than graphic clutter.
We also evolved the look and feel to extend across every NFL team logo.
Placing a premium on authenticity, directness, and surprise, our design combines a bold use of team colors with football symbolism to strike an emotional chord with fans. Radical cropping and bold color blocks feel refreshingly unexpected, while sparking instant team recognition among passionate fans. The editorial approach puts players and franchises first, generating drama through movement and editing rather than graphic clutter.
We also evolved the look and feel to extend across every NFL team logo.
Placing a premium on authenticity, directness, and surprise, our design combines a bold use of team colors with football symbolism to strike an emotional chord with fans. Radical cropping and bold color blocks feel refreshingly unexpected, while sparking instant team recognition among passionate fans. The editorial approach puts players and franchises first, generating drama through movement and editing rather than graphic clutter.
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Rosie Garschina, Creative Director
GameDay Rebrand
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Jorge Peschiera, Creative Director
Shannon Moore, Producer
Mike Batista, Art Director
Sarah A. Cohen, Designer
Erin Kilkenny, Designer
Pat King, Designer
Darius Maghen, Designer
Christian Palma, Designer
Ben Nichols, Lead Animator
Jon Smith, Lead Animator
Chris Foster, 2D Animator
Paris Glickman, 2D Animator
Chris Jung, 2D Animator
Darius Safani, 2D Animator
Ryan Paterson, 3D Animator
Hogan Williams, 3D Animator
Evan Kultangwatana, Editor
September Raines, Editor
NFL
Carlos Aguero, Senior Creative Director
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Rosie Garschina, Creative Director
GameDay Rebrand
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Jorge Peschiera, Creative Director
Shannon Moore, Producer
Mike Batista, Art Director
Sarah A. Cohen, Designer
Erin Kilkenny, Designer
Pat King, Designer
Darius Maghen, Designer
Christian Palma, Designer
Ben Nichols, Lead Animator
Jon Smith, Lead Animator
Chris Foster, 2D Animator
Paris Glickman, 2D Animator
Chris Jung, 2D Animator
Darius Safani, 2D Animator
Ryan Paterson, 3D Animator
Hogan Williams, 3D Animator
Evan Kultangwatana, Editor
September Raines, Editor
NFL
Carlos Aguero, Senior Creative Director
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Rosie Garschina, Creative Director
GameDay Rebrand
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Jorge Peschiera, Creative Director
Shannon Moore, Producer
Mike Batista, Art Director
Sarah A. Cohen, Designer
Erin Kilkenny, Designer
Pat King, Designer
Darius Maghen, Designer
Christian Palma, Designer
Ben Nichols, Lead Animator
Jon Smith, Lead Animator
Chris Foster, 2D Animator
Paris Glickman, 2D Animator
Chris Jung, 2D Animator
Darius Safani, 2D Animator
Ryan Paterson, 3D Animator
Hogan Williams, 3D Animator
Evan Kultangwatana, Editor
September Raines, Editor
NFL
Carlos Aguero, Senior Creative Director