Let the flag fly

Designing The NFL Flag Football logo

Backstory

Client name : National Football League

Location : New York, USA

What they do : 
NFL is a sports entertainment association that manages the American Football League and its network.

The NFL has many initiatives under its brand, each with different logos. Although, since having the new visual system, there was an effort to unite the brand and its subbrands. The creative team wanted to start redesigning the logos of these subbrands using the new system—typography, colors, etc.—while still maintaining each subbrand’s personality.

The project started with the NFL Flag football as its is one of their most prominent event outside the professional sports. They want the logo to reflect the NFL brand while taking some qualities of the program and giving it its personality.

Solution

I wanted to explore movement with typography for this logo. I avoided cliché images such as flags and strings, but instead, I explored how to incorporate the flag’s qualities into the type.

My approach was archaic but yielded terrific results. I printed the word FLAG in the new typeface and molded the paper in various ways to achieve a flying flag motion. Capturing different angles and directions, I landed with an angle that shows energy while still maintaining legibility.

NFL Flag Football players. Photo from the Cleveland Browns

Field banner. Photo from the Cleveland Browns

Did it pop?

The new logo made a significant visual impact on players’ uniforms and banners, which appeared at many state and local events. We finished with the NFL Flag in 2010, and it is still in uniforms to this day.

Process

My process started with sketches. I want to ensure that I put every possible ideas to ensure that I don’t miss out on any ideas.

Many ways to get it right

Sometimes, the traditional approach is the most effective. I utilize every tool in my arsenal to capture the right style and perspective that would create the maximum impact on the design. This meticulous process was crucial for this logo, ensuring that I captured the natural behavior of the type and instilled confidence in the final product.

Where it stated

Every initiative in the NFL needs representation, and through the years and many designers, they ended up with many inconsistencies. One of these is the NFL Flag logo.

Project squad

Designed with The National Football League

Stephanie Borgese, Art Director • Baron Santiago, Designer

I was responsible for exploring sand finalizing the logo with the guidance from Stephanie.