Recently the Cleveland Browns announced their of rebranding the team.  While many expected a major redo, it ended up being a minor refresh.

The changes:

• Color change from dull orange to bright orange
• Typeface font is bolder
• New look for their secondary logo the Dawg Pound with a snarling dog
• Their helmet’s face mask went from grey to brown
• Secondary logo’s font matches the primary logo’s font

They are keeping the plain helmet without an icon, the third tier logo of the Brownie.

There have been some suggestions that the uniforms will have bigger changes.

I don’t think they made a mistake in the choice they ended up with, but to announce that this took two years was a bit of overkill. It must have been a painful 2 years of looking at designs, reviewing changes, tweaking colors, interviewing fans and negotiating revisions.

It kind of feels to me like they were over thinking their branding when many of the fans were thinking that they should have been concentrating on the product.