transparent layer
Tröllback+Company Logo

NFL Network

NFL Network Refresh Brand Identity Montage


Refresh the brand identity to speak to a more diverse, digital-first audience while also rebranding the network's tentpole franchise, GameDay.


Craft bold, flexible identity systems that unify platforms, humanize the game and offer more access to engage a younger audience.


A custom typeface and comprehensive multi-platform design toolkits clarify and unify the brand, helping NFL Network reach a record number of viewers in 2017.

NFL Network Refresh

NFL Network Refresh Pop Up
NFL Network Refresh Star Graphic
NFL Network Refresh iPad Pro
NFL Network Refresh Lower Third

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.

NFL Network Refresh Font Design
NFL Network Refresh Type Anatomy

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.

NFL GameDay

NFL GameDay Cowboys

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.

NFL GameDay 9 Designs

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.

NFL GameDay Segment Open
NFL GameDay 3D Shape
NFL GameDay Text
NFL GameDay Vikings
NFL GameDay Red 3D Shape
NFL GameDay Headlines

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.


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

New business inquiries.

How can we help?

NYC 09:54

STK 03:54

LA 06:54

New York

88 Pine St, 18th Floor
NY, NY 10005

+1 212 529 1010


Fridhemsgatan 53
112 46 Stockholm

+46 733 889 915

Get our newsletter

Sign up for updates,

insights, and inspirations

from our studio.

2024 © Trollbäck+Company