Returning to Los Angeles in 2016, after 22 years in St. Louis, the Los Angeles Rams introduced their new logos on Monday, with the team planning on moving to the new state-of-the-art SoFi Stadium this season.
The new primary logo, which was leaked a few weeks ago on a 2020 NFL Draft cap, features a stylized “LA” with a Ram’s horn starting in the “A” and looping behind the “L”.
The main component throughout the new logos is the horn, which has been a staple of the Rams’ look since the 1940s when FB Fred Gehrke painted horns on his helmet and the team permanently adopted that look. The ram’s horn in the new logos utilizes the golden ratio in its design. According to the team, the ram’s horn golden ratio design mimics the perfect spiral and the perfect wave.
The Rams also introduced a new ‘Ram Head’ logo which pays homage to the organization’s early history in Los Angeles and Cleveland. The ‘Ram Head’ logo features the new golden ratio horn.
Rams Royal (blue), named after the color’s history with the team, and Sol (yellow), named after Southern California’s sunshine, are the updated colors of the organization.
The ‘Three Stack’ wordmark was designed to “reflect the spirit of designs currently seen across Los Angeles’ dynamic lifestyle culture”.
LA will unveil their highly anticipated new uniforms later this spring after having to deal with the NFL’s new uniform rule which bans jersey changes for five years after a change.
Be on the lookout for a douc-series by the Rams which will give an in-depth look at the entire 2-year branding process.