DNA of Sports invites you to (re)discover the history of each franchise under the branding angle And of the ibrand mage. From the logo to the colors, including the jerseys and the origin ofthe namesAlland the ivisual entity of the Atlanta Falcons East shellede and explainede in this article.
The name of the Atlanta Falcons
Georgia has long sought to obtain an NFL franchise without ever succeeding. Year after year, each request is rejected in favor of another city. with greater potential » until June 30, 1965. On that day, the commissioner Pete Rozelle grants Rankin M.Smith Sr ownership of the fifteenth NFL franchise: Atlanta now has its football team. It remains to be named.
THE name “Falcons” is quickly adopted in July, after organization of a popularity contestas is often the case when choosing the name of a sports franchise in the United States. Shortly after acquiring the franchise, a local radio station sponsored a contest to find a name for the team. 13,000 people came up with 558 different names, including Peaches, Vibrants, Confederates, Knights, Bombers, Rebels, Crackers, Thrashers, Lancers, Firebirds, Fireballs and Thunderbirds. Luckily for us, 40 other fans nominated Falcons; including schoolteacher Julia Elliott from the neighboring town of Griffin, declared the winner of the competition due to the justification provided:
“The falcon is proud and dignified, with great courage and fighting spirit. It never lets its prey fall. He is deadly and has a great sporting tradition,” writes Julia Elliott.
The visual identity of the Atlanta Falcons
The Falcons have not undergone any major changes to their logo, which is a remarkable example of a visual identity that endures over time. The side view of the falcon has always been the one and only graphic focal point of the franchise.
The first version from 1966 was a stylized falcon in flight in black and whitewith a red outline. Facing to the right, the bird could be interpreted as a capital “F”. A logo that has been kept for 23 years. Apart from the change in color of the outline, the emblem remained unchanged with the 1990 update. The red having been replaced by black.
The Falcons logo turns 21
The improvement of the logo in 2003 gives a more dynamic overall impression, with a more modern look. It is still the one currently used in 2024. Designed by Mark Verlander, the logo was redesigned to depict a more powerful and aggressive flying falconwhile the capital “F” became more visible. In addition to the original white and black, the new version included silver for a thick outline and red for the feathers, which reinforces the impression of aggression. The impression of movement is also much more marked than in the old, more static logo.
Atlanta's alternative logos and wordmarks
The team added its wordmark to its main logo to give the emblem an alternative look. The first version dates from 1998, with the use of a red letter “A”, which represented the city of Atlanta, placed on the falcon of the main logo.
Between 1998 and 2002, the word “Atlanta Falcons” was positioned below the falcon used for the main logo. With the 2003 update, this general appearance has been retained. The new falcon design still sits above the Atlanta (in red) Falcons (in white) inscription positioned on two lines.
The Wordmark logo also appeared in 1998 and was used in the alternative version. The first version saw the term “Falcons” written in white with a red outline, placed under “Atlanta” in white on a black background. This color encompasses the entire wordmark, all in a stylized font. With the change made in 2003, the layout remained similar. A custom font has been used on a black or red colored background. On this version, the words “Atlanta” and “Falcons” are written in two different colors.
The font was created especially for the team of the Falcons in order to give it a strong visual identityand named “Falcons” in his honor. The sharp elements on certain letters make up the bird's beak. With the release of the new uniforms in 2020, the familiar and identifiable “Atlanta Falcons” wordmark has been tightened and refined for ease of use. “Atlanta” and “Falcons” being written on the same line in black. These two terms are separated by the shortcut “ATL” in capital letters whose upper left edges are sharp and recall the main logo.
Atlanta Falcons uniforms and helmet
In their early days, the Falcons wore red helmets with the team logo on the sides. In the center was a black stripe surrounded by two gold and white stripes. These colors represented the two flagship universities of the state of Georgia: Georgia (red and black) and Georgia Tech (white and gold). The gold was removed after several seasons, leaving only the white for many years. The protective grilles were first gray, white between 1978 and 1984, then black. A prototype white helmet was developed in 1974 but was never worn.
The Falcons wore white pants and black or white jerseys. At first, the team logo was featured on the sleeves, before being replaced by red and white stripes from 1969. They switched from black jerseys to red in 1971, and silver pants were worn in 1978. In the 1980s, the Falcons used their white jerseys at home because of the heat. When the team moved to the Georgia Dome, they opted for dark uniforms, with the exception of a few games.
In red and black, I will exile my fear
In 1990, the uniform combination was changed. The red present (helmet and jersey) was abandoned in favor of black. The team played with silver pants, a black or white jersey and a black helmet. The numbers of the white outfits were black before switching to red in 1997. To match the change in visual identity in 2003, the uniform was modified. Jerseys and pants had a red border on the sides. A red version with black trim was introduced that year, before it became the main outfit the following year. The pants remained white, with the exception of a few trips where black bottoms were worn to differentiate themselves from the opponent.
Between 2004 and 2008, the team wore head-to-toe all-black for their home games against the Saints and a few other games during that time. Black pants which were then removed. From 2009 and 2012, the Falcons wore their retro 1966 uniforms on several occasions, including the red helmet. The use of two different colored helmets was no longer possible after this date, an NFL rule requiring only one shell per team. The retro reappeared in 2016, making up the uniforms of the 60s, and recalling the version used in 1990. A combination combining black helmet and jersey with the old team logo, white pants and white socks with red and black stripes. THE Color Rush entirely red (with the exception of the helmet) appeared in 2017.
A new visual identity for the Falcons in 2020
At the start of 2020, the Atlanta franchise unveils the new uniforms worn from this season. A first complete overhaul of uniforms in 17 years! The new range includes elements of the past, while updating the brand to match modern progression. All jerseys, with the exception of the retro version, adopt the same design: the letters “ATL” in capital letters above the numbers on the front, a red side stripe that leads to the pants. The numbers feature a more modern typeface, with a sharp drop shadow and angles that match those of the Falcons' current wordmark and primary logo.
The uniform cabinet now offers up to eight possible combinations. At home, it's the look All-black which predominates while on the outside it is an all-white style. Red and black pants are worn with the light top, white bottoms with the black jersey.
Uniforms with alternative versions…
The alternative version or “ Rise Up » (third outfit from the left in the image above) is a gradient starting from red on the shoulders, ending with black on the pants and socks. It offers a new representation of a city in constant evolution. The team will also have a retro uniform, similar to the one from 1966, but with a black helmet instead of a red one. This model will have a black protective grille, with the old team logo positioned on the sides.
For the other combinations, Atlanta opted for a silver grille, a matte black shell and an emblem 30% larger than the previous version. The animal has a chrome surround to complement the grille. A gray or silver tint which plays a more important role than in the past. The decision to opt for a black jersey and pants at home was the result of research gathered by the organization.
…and retro versions
During the 2024 season, the Falcons have the opportunity to wear their uniform all-black 6 times, their outfit all-white 8 times and their uniforms throwback 3 times. These are the black and white uniforms with the classic red helmets. This set has already been worn twice this season: in week 4, at home against the New Orleans Saints and in week 5 against the Tampa Bay Buccaneers. The Falcons team will wear their throwback uniforms one last time in a Week 16 showdown against the New York Giants.
“We took a fan-first approach by gathering feedback and design suggestions and modernized the look of our team and brand,” said Rich McKay, team president. “Black has been a part of our organization since we took the field in 1966, so we have stayed true to our roots and given our fans and players what they have been asking for for many years”
The Atlanta Falcons mascot
The Atlanta Falcons mascot is a falcon named Freddie Falcon. He has represented the Atlanta Falcons team since 1984 with his number 00. Before that, the team was represented by real hawks, as is done in teams visually represented by animals (Ravens, Broncos, etc.). He likes black and red and watching The Secret Life of Birds on TV.
Since 2024, Freddie Falcon has held a world record, that of higher indoor pendulum jump (143 ft, approximately 43 meters), under the roof of the Mercedes-Benz Stadium !
Lil' Fred, Freddie Falcon's little protégé
We don't know where Lil Fred came from, or how he got to Freddie's side. Lil' Fred seems like a lost little brother, cousin or nephew. He is small, but he makes up for it with his curiosity and mischief. He loves to play pranks on people, especially fans of the opposing team, but even more so on Freddie. It is a second official mascot who officiatessince 2019 alongside his elder with his number 0. A way to attract the attention of the youngest Falcons fans?
