NFL Network

Brand Identity


Develop a fresh voice for the NFL Network that speaks to a more diverse and digital-first audience, while leveraging the brand’s massive name and legacy.


Craft a bold visual strategy that helps humanize the game, leverages the NFL Network's massive content library and encourages fan access across all platforms, screens and experiences.


A bespoke typeface, comprehensive graphics package, and distinct animation style helps clarify, personify and unify the brand for a new generation of sports enthusiasts.


+ Brand Strategy + Visual Identity + Logo Design + Graphic Design + Animation + Custom Typography + Brand Guidelines + Toolkits

Cross-Platform Identity

How do you evolve a legacy brand identity to be more inclusive?

We created a comprehensive graphics package for the NFL Network leveraging a massive catalog of in-game and behind-the-scenes footage to bring fans a more inviting and inclusive vision of the game. Through a digital-first strategy we allowed the imagery and content to thrive across all screen sizes, catering to a more diverse and forward-looking audience.

Custom Typeface

While developing the new system we created a new custom font for NFL.

Designed in collaboration with our friends at Commercial Type, “Tackle Black” serves as a visual anchor for the entire rebrand. Our bespoke typeface is weighty and impactful, yet round and accessible. By leaning into the contours and outlines of the letterforms, we were able to create a modern, bold, and youthful visual counterpoint to classic NFL shield. The end result calls to mind the unique personality and dynamic spirit of the game.