The Rams "revealed new team colors and logos that will debut this season" as part of a "rebranding effort that has been in progress" since the team returned to L.A. in '16, according to Lindsey Thiry of ESPN.com. Gone is "navy blue, light gold and white," a scheme the Rams adopted in '00 in St. Louis. Their new colors are a "spinoff of their throwback royal blue and gold." The Rams have "dubbed their hues 'Rams Royal' and 'Sol.'" White also is "featured in the new look." The rebranding "coincides with the completion of SoFi Stadium." The Rams will "unveil new uniforms later this spring" (ESPN.com, 3/23). SI.com's Jenna West noted the Rams unveiled the new look in a video online instead of an "originally planned public ceremony due to the coronavirus outbreak" (SI.com, 3/23).
BETTER THAN EXPECTED: In L.A., Arash Markazi notes a previously leaked photo of a hat featuring the new logo, "widely panned by fans," was made "specifically for the draft in Las Vegas and will not be sold." Rams COO Kevin Demoff said of the leaked photo, "It was like a bad courtroom sketch. I was disappointed because there are some resemblances to our new logo that will jade some people when it is revealed but it had the wrong colors, the wrong shape and it didn’t have any of the details that make this logo unique and we think will resonate with Rams fans." Markazi notes that logo is "just one of four the team unveiled." The L.A. logo placed next to the Rams wordmark is "much easier on the eyes." There also is a "blue and yellow wordmark where the the words Los Angeles Rams are stacked vertically," and there is the "ram head logo, which pays homage to the team’s logo from 1941-83." Demoff said that he will "continue to listen to fans if they like one logo best." Markazi notes for now, the "plan is to use them all" (L.A. TIMES, 3/24).
TIME TO WEIGH IN: SI.com's Conor Orr wrote NFL uniform changes "don’t need to be bold statements," and they "don’t need to fall in with the rest of corporate minutiae and flounder in an effort to pacify every single human being on the planet through rigorous focus group testing." The Rams' new logos are "fine -- and maybe even a little bit cool." The "typeface is sleek." The new Ram has "some historical significance and seems to look good on a blue ball cap" (SI.com, 3/23). In K.C., Pete Grathoff notes the reaction to the Rams' logo from fans was "mostly negative, but there were some aspects that people liked" (K.C. STAR, 3/24). The L.A. DAILY NEWS notes social media reaction to the new look was "fast and, in some cases, furious" (L.A. DAILY NEWS, 3/24).
