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New York Giants Brand Refresh

Whereas the Denver Broncos approached our design team at NIKE looking for a significant update to the team’s identity, the New York football Giants approached the team looking for a subtle brand refresh. During initial conversations with the team, they referenced the San Francisco 49ers and how their brand was updated without dramatic change.

The New York Giants are a storied franchise rich in tradition and importance. Looking at what the team looked like on-field we identified some key areas to focus on:

  • Matching colors – The helmets and jerseys had two different blues. We looked to clean up the color scheme with modernized colors.
  • Uniform design – The Denver Broncos were the first team to wear the futuristic ‘bat wing’ uniform that changed how uniforms are made.
  • Logo update – At the time, a slanted GIANTS decorated the sides of the helmets. The Giants organization asked us to explore possible new logo options inspired by past marks.

When the project was completed, the Giants chose a modernized version of their historic brand look featuring the NY mark and brighter colors.

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