The Washington Football Team is going through its rebranding process and is keeping us all updated through its YouTube series, “Making the Brand”.
Throughout the first three released episodes, fans have been able to see the progress that has been made in the past year. In the first episode, we’re presented with the outpouring of ideas the franchise received, 25,000 of them.
Jason Wright, Team President, spoke about these submissions, “I would get these submissions and you’d have one that’s like drawn by a kid right next to something, a long letter, a long-form letter, and next to that is someone who clearly has a graphic design background and they’ve got a whole package. To see all of those things together, to me, made me feel the weight of how important this is to people.”
Code and Theory, a digital-first creative agency, was brought on board to help with the task. “Change really is at the core of who we are as an organization.”
The next step was to create focus groups from various backgrounds to gain insight from multiple perspectives. Some of these groups included the military, alumni, season ticket members, women, and kids.
In episode two, Path Forward, Wright addressed that the team had spoken with the native and indigenous community for their feedback. “We made a firm decision to not include Native American imagery in a direct or peripheral way in the new name, logo, and identity.”
Since the change, the team finished first in their division (NFC East) for the 2020 NFL season. The third episode, The People’s Team, gives a sneak peek into what the name could potentially be. Wright led the conversation about the name options. He presented them to head coach Ron Rivera and general manager, Martin Mayhew.
“We started with 40,000 submissions through www.washingtonjourney.com and began from there to winnow down to a smaller amount,” said Wright.
Fans reacted to several different names and logos in the episode such as ‘Presidents’, ‘Brigade’, ‘Redhogs’, ‘Washington Football Team’, ‘Commanders’, ‘Armada’, ‘Defenders’, and ‘Redwolves’.
To end the episode, Wright and Rivera exchanged which names they liked best. “I REALLY like [redacted]!”
This story will be updated as more episodes and information is released.