The Cleveland Browns today announced their new logo for the 2015 season. Unfortunately, the overwhelming majority of their fans are REALLY upset. Probably because they didn’t really make any changes.
Let’s take decades of failure on the football field and in the front office out of the equation for a moment. Let’s look at this situaion PURELY from a marketing perspective. How did the Clevealnd Browns not see this backlash coming?
The Browns presumably hired a firm to come up with a new logo for the 2015 season. That firm came back with an updated hue of orange and a graphic of a dog that’s borderline clip art. How is this acceptable and why didn’t the Browns see that they’d once again be the lauging stock of the NFL? And let’s just say for argument’s sake that they made these changes internally with their marketing department. I’m not quite sure that makes it any better.
This story does a great job (with tongue firmly tucked in cheek) of pointing out just how ludicrious these changes are. We’ve gone from #f2671b to #ff3c00. No, I’m not joking.
And yes, they HAVE made some tweaks to something other than the color. They’ve updated their font and come up with a new dog to put on merchandise. Check out these massive changes:
This wouldn’t have been so bad if the Browns hadn’t announced their new logo weeks ago and built it up like it was some big reveal. As far as I can tell, no one was asking for a new logo and no one would have really cared if they updated the orange and added a dog. The fact that the Browns MADE this a story is why it’s going so bad.
This is 100% a marketing fail. End of story.