NFL GameDay

Brand Identity


Develop a 360 brand redesign for NFL Network's tentpole franchise that bridges digital and linear to expand the sport’s passionate and highly engaged fan base.


Create a flexible design system that unifies platforms, leverages increased access to the game, and positions the brand to engage a younger, more diverse audience.


An authentic, refreshingly modern show package positions GameDay as the premiere Sunday destination for NFL fans, attracting record numbers of viewers through the 2017 season.


+ Visual Identity + Brand Strategy + Brand Architecture + Logo Design + Animation + Graphic Design + Icon Design + UI Design + CGI + Custom Typography + Copywriting + Illustration + Editing + Post-Production + Brand Guidelines + Toolkits

Digital Reinvention

The new GameDay is designed for all screens, from mobile to the stage set.

The GameDay rebrand is a strategic response to audiences searching for more authentic brand experiences, and who are increasingly shifting their attention toward digital and OTT for sports coverage. We dialed back the over-dramatized 3D elements in favor of a flatter, cleaner look to enable more cross-platform clarity. The low-overhead system prioritizes a modern digital vernacular that flexes easily to accommodate rapidly changing content, while creating a unified brand experience across all screens.

Design Language

We also evolved the look and feel to extend across every NFL team logo.

Placing a premium on authenticity, directness, and surprise, our design combines a bold use of team colors with football symbolism to strike an emotional chord with fans. Radical cropping and bold color blocks feel refreshingly unexpected, while sparking instant team recognition among passionate fans. The editorial approach puts players and franchises first, generating drama through movement and editing rather than graphic clutter.

Brand Architecture

New unified guidelines helps unify the franchise’s Sunday-long show lineup.

An elegant and simplified 3D logo system preserves the legacy of NFL Network’s franchise while elevating its status as a premium entertainment brand. The cleaner 3D elements fit perfectly into a robust and nimble graphic architecture that differentiates GameDay from other sports networks and positions the brand as a foremost destination for diehard fans.