National Football League - Cleveland Browns

Cleveland Browns Unveil New Logo

The Browns replaced the old logo (left) with the new logo (right).

Seeking to generate fan interest and excitement heading into the 2005-2006 NFL season, the Cleveland Browns yesterday unveiled a new logo that will be used on everything from game pants and jersey trim to company letterhead.

The team, which has used the color Cocoa Powder Brown as their logo since entering the league in 1946, said the transition to a new logo is meant to usher in a new era of Cleveland Browns football.

"It was time for a change," said Browns Owner Randolph Lerner. "Our logo, Cocoa Powder Brown, no longer truly reflects who we are as a franchise."

The new logo, Chocolate Sprinkles Brown, was designed by New Image Solutions of Cleveland at a cost of $23,500, said Ken Mather, media relations manager. The company said a total of 10 employees were involved in its planning and design.

“They could have paid some hack 200 bucks to come up with something amateur like Warm Brownie. These guys really pushed the envelope though. They thought outside the box and came up with Chocolate Sprinkles Brown." - Browns RB William Greene

“Cocoa Powder Brown was a logo that certainly served the team well for the past 50 years, but I think we were all in agreement that it needed more attitude.” said New Image Solutions Creative Director Todd Bergen. “There really wasn’t anything wrong with it. I guess it just seemed like it could be a little more hip.”

Although everyone on the design team agreed the logo needed to be more contemporary-looking, agreeing on a new look wasn’t easy.

“I like it, but I don’t love it,” said Senior Art Director Beth Givens. “Sure, I thought what they had needed to be updated, but I didn’t think we were going to make such drastic changes. I thought we would have been fine going with Smokey Topaz. Even English Saddle would have been OK. But Chocolate Sprinkles Brown?”

“I agree with Beth,” said designer Pete Wadell. “I think that when you completely overhaul a logo, there’s a real danger that you can lose the brand identity you’ve built all those years. I just hope that when this team runs out on the field, people know that they’re watching the Cleveland Browns and not some other football team. I would hate for this to not work out and have the Browns go back to the old logo."

At a press unveiling yesterday, running backs Lee Suggs and William Green modeled Browns jerseys, complete with the new logo.

“Pretty sweet,” said Suggs. “I like how the new logo is kind of edgy, you know? Like it's not ugly and boring like the old logo. They couldn't have picked a better brown. It makes me want to get out there and play football."

“My sister’s a designer, so I know good design when I see it,” said Green. “They could have paid some hack 200 bucks to come up with a logo, but then they would’ve ended up with something amateur like Warm Brownie. These guys really pushed the envelope. They thought outside the box and came up with Chocolate Sprinkles Brown. That’s not easy.”

Greene added that he wouldn't be surprised if the Cleveland Browns lead the league in jersey sales this year because of the new look.

According to Marketing Director Ronald Younger, the team’s slogan for the upcoming season will be “Back in Chocolate Sprinkles Brown.” During halftime of the team’s first home game, AC DC will play their hit “Back in Black”—substituting ‘chocolate sprinkles brown’ for the word ‘black’.

“I tell you what, we had just as much trouble deciding on a new slogan as we did with choosing a logo,” said Younger. “We kind of went back and forth between the one we chose and another one that said, ‘Brown. It’s More Than Just the Color of Sh**’. We also came up with ‘What Can Brown Do For You?’ but it turns out that’s UPS’s slogan. So, we just went with ‘Back in Chocolate Sprinkles Brown’.”

"I didn’t think we were going to make such drastic changes. I thought we would have been fine going with Smokey Topaz. Even English Saddle would have been OK." - Senior Art Director Beth Givens

Owner Randolph Lerner said the team will wear throwbacks jerseys containing the old logo Cocoa Powder Brown once a year.

He also announced the team will change the color of their helmets from Naval to Adventure Orange.

Note: This article is only a parody...if you couldn't tell by reading it!

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