Joining prior to the AFL-NFL merger in 1960, the Denver Broncos have changed their appearance more than most teams having 4 distinct looks over 60 years. The team hasn’t updated their brand since the 1997 makeover, in which they partnered with Nike to update their look to appeal to a “younger audience.” This movement was rampant in the 90s NFL as many classic teams moved away from tradition as owners demanded visuals with more edge and energy - more intimidation.
In 2022, we realize that moving away from the tried and true brand isn’t always the best path for a storied organization. The Broncos experienced success with their look in the 70s and 80s, arriving in a handful of AFC Championship Games. Few things are more iconic than the design of the bronco bucking out of the D letterform. It was pure, it was clean, perhaps needing some finesse. Here I propose the Broncos go back to this legendary visual, refreshing the colors and typography to reflect the modern era of the NFL while nodding to the past. A splitting of the difference between the 90s edge and the prestige of the 70s and 80s, while omitting the famous “sneeze” no one liked about the original D mark. I think John Elway would be a fan.
Edit 2024: The Broncos Organization must have liked this! ;)