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NFL Media Properties' Redesign Game Plan: Place More Emphasis on the Shield

With its famous shield taking an even more prominent position, the National Football League will take the wraps off new logos for its various media properties on April 26.

The pro football league will unveil new logos for NFL Network, NFL Films, NFL.com, NFL RedZone and NFL Mobile on April 26, the first day of the 2012 NFL Draft, which kicks off on NFL Network and NFL.com.

The new logos for the league's media properties prominently feature the NFL shield, uniform typography and design. As such, the images provide for a more streamlined look across all platforms.

"Our fans indicated that they would prefer a more consistent look for the league's varied platforms, and the message was the shield really resonates," said NFL

senior vice president of marketing. Dena Kaplan. "Our assignment was to design a media property logo system that would reflect those elements, with a bold style."

Previously, the league's graphic consistency was wide left, in a manner of speaking.

To that end, Kaplan noted that while the current NFL Network logo features the letters NFL inside a pigskin, that image didn't necessarily connect it to the pro football league in the minds of some consumers. Similarly, the present logo for the ad hoc scoring service, NFL Red Zone, prefaces the word Red Zone, with the network's aforementioned look.

The changes follow several years of market research, encompassing focus groups and online panels during which participants were asked questions and shown different images. Their response was a strong push for the shield.

Kaplan noted that the design process was vetted by a team incorporating both an outside graphics design company, as well as members of football league's internal group.
The changing of the media logos follows the more uniform look the top sports league revealed for last season's postseason, one that sports a "Tiffany look and feel," and features the inclusion of the Lombardi Trophy in the Super Bowl logo.