Rams Exec Reads Logo Redesign Roasts After Fans Exceed COVID-19 Fund Goal
By Mikelle Leow, 07 Apr 2020
Images via Los Angeles Rams
When the Los Angeles Rams unveiled a new visual identity in March, fans clamored at the significant overhaul. The navy blue and light gold scheme was swapped for royal blue and a deeper gold, and the new “A” was designed to incorporate a ram’s horn.
According to the LA Times, even Eric Dickerson—the team’s former running-back and current vice president of business development—couldn’t stand the new look, and responded, “Someone said it looked like a penis. It did.”
While pushback is expected every time a brand undergoes a major update, the design had been in the works for two years. “While it isn’t always the easiest to hear, we value the commentary you have provided on the logo and colors,” said Kevin Demoff, COO of the Los Angeles Rams.
The company fortunately took things in stride, promising fans that Demoff would read “mean tweets” about the revamped logo if supporters raised US$2 million in coronavirus relief efforts at a recent ABC7 telethon.
Fans didn’t disappoint—perhaps they really wanted to drill their abhorrence towards the logo in executives’ heads. They ended up exceeding the goal and pulled in US$2.3 million.
As promised, Demoff went on screen to read out some of the more brutal criticisms aimed at the redesign. “If you’re low on toilet paper, don’t worry… get it now on [the] NFL shop. #RamsLogo,” one tweet read. “The new LA logo definitely appeals to the younger generation… since it looks like a f**king Tide Pod,” said another.
“Thanks for helping Angelenos in need when it is needed the most!” Demoff shared on Twitter.
Rams fans, thanks to you we raised over $2.3m for @LAUnitedWay & @LAFoodBank during our @ABC7 telethon. The deal was you raise $2m, I would read Mean Tweets about the logo. So here you go and thanks for helping Angelenos in need when it is needed the most! pic.twitter.com/HB6OTPzuRN— Kevin Demoff (@kdemoff) April 3, 2020
[via CBS Sports, images via Los Angeles Rams]
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