CHALLENGE

The Cleveland Browns have struggled with creating a strong, lasting brand since the team was first put together in 1946. After many different renderings of “Brownie the Elf” and a bull mastiff, the team resorted to a logo-less helmet. The Browns have refreshed the look of their brand by updating colors and typography over the years, but their image still lacks in concept and fierceness. 

APPROACH

Create an identity for the Cleveland Browns that ties them back to their original colors, brand direction, and roots. Inspired by an attraction at Cedar Point, a famous Ohio amusement park, “The Beast” is one of the oldest, but most popular wooden rollercoasters in the USA. By pulling together The Beast and the Browns bull mastiff mascots over the years, the updated brand aims to spark excitement, fierceness, appreciation of history, and Ohioan pride.

BRAND

REBRAND