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 Los Angeles Rams East shellede and explainede in this article.
The name of the Los Angeles Rams
The team Rams owes its nickname to a university team, the Fordham Rams, alma mater of Vince Lombardi and powerful team of the time. It was chosen jointly by principal owner Homer Marshman, who liked the sound of the name, and especially general manager Damon “Buzz” Wetzel, who was an avid fan of this team.
The Los Angeles Rams were founded in 1936 in Cleveland, then moved for the first time to the City of Angels in 1946. They remained there until their move to Saint-Louis in 1994. 20 years later, reverse movement and the rams return to California again.
The visual identity of the Los Angeles Rams
The Rams logo has seen significant changes in direction over the years. The franchise's first logo is a depiction of a blue and white ram's head. turned to the right. The year is 1941 and the franchise is then based in Cleveland. In 1946, the first slight graphic redesign for the ram: it now looks to the left and it underwent a facelift in terms of lines. Fewer details, more simplicity of line and less curled horns. The future helmet symbol is already present as a watermark. In 1948, the franchise reversed course and returned to a precise, drawn ram's head while retaining the line of the horns and coloring them yellow. Then in 1966, the yellow disappeared from the horns but the logo did not change.
The ram disappears, the horns remain
The drastic change in logo occurred in 1983 with the disappearance of the ram. From now on, the Rams logo will be… a blue football helmet with yellow horns. This very simple logo then evolved in 1989 towards a more modern helmet, but without changing the historic colors of the team.
It was not until the 2000s that the team made a visual transition to a new stylized ram's head in navy blue and gold, the two new colors of the franchise. In 2016, the ram looks menacing and looks to the right. The Rams are finally entering the modern era thanks to this effective logo. In 2017, the logo simply lost its gold color, a harbinger of a future graphic overhaul that would become necessary. But we still have to wait until 2020 for the Rams to present their new logo. The initials of the city of Los Angeles in blue, mixed with a stylized yellow horn now represent the visual identity of the Los Angeles Rams.
Rams Alternate Logos and Wordmark
As for alternative logos, the Rams have followed the trend of their official logos. The ram's head drawn from the 1970s gradually gave way to the helmet of the 1980s-1990s. Upon their return to Los Angeles, the Rams also opted for a stylized navy blue and gold R in 2016. The same year they also added variations of the main logo mixed with the Wordmark logo from the same era. You will have to wait until 2020 to be entitled to a “real” alternative logo thanks to this stylized ram’s head with yellow horns. An alternative logo which perhaps even deserved to become the team's main logo…
When it comes to Wordmark logos, the Rams have had many variations over the years. From a simple Los Angeles Rams in blue in 1972, we moved to a slightly more elaborate logo in 1984: the letters LA cleverly inlaid into the word Rams to form a complete logo.
The year 2016 marks the introduction of new colors also in the Wordmark logo. The word Rams is then written in navy blue, enhanced by gold in thick outlines. From 2017 a variant is required in white and navy blue with the name of the city just above. 2020 finally marks the definitive overhaul of the Rams' visual identity: blue royal is back as well as yellow. Los Angeles Rams is written in yellow on a blue background. In the other Wordmark logo variation, the team's primary logo appears, mixed with the word Rams on a white background.
Los Angeles Rams helmets
In 1948, the Rams are the first professional football team to add a logo to their helmets leather (a pair of gold-colored ram's horns). This innovation allowed fans to recognize their players, a crucial step forward for the sport as it entered the television era. Fred Gehrke, a player-artist with the Rams from 1940 to 1948, painted horns on his helmet in 1948.the famous ram's horns then become one of the symbols of the franchise, enduring through the years and moves.
During the last 70 years, only the color and shape of the horns have evolved. Going successively from gold the first year, to yellow from 1949 to 1963, then to white until 1972. From 1973, yellow returned to the helmets until the break in the visual identity of the Rams in 2000. During 20 years ago, gold returned, before gradually giving way to yellow during the move to Los Angeles. A fairly rare visual continuity in the NFL to note.
Los Angeles Rams outfits
The Rams' historic colors are royal blue and yellow.. Two colors already present when they were established in Cleveland and which continue to this day. The Los Angeles Rams have had only slight variations in their uniforms from their beginnings to the present day.
During the very first season of the franchise, the uniforms were red and black but this did not last, since the following season, these two colors were abandoned in favor of a blue for the jersey and a gold for the pants. This combination only lasts one season. In 1939, the Rams sportednt Already the two colors we know today: blue and yellow.
Several uniform combinations are visible over the years but white pants dominate the debates. For the jersey, white and blue are the two colors gradually adopted, while yellow disappears as the main color. The latter then only colors the horns of the helmet and the players' numbers.
This combination of the team's emblematic blue and yellow would last until 1963. In 1964, the Rams changed their visual identity to blue and white. for about ten years. Yellow is abandoned and the team is left with white pants and white or blue tops.
The historic color combination returns in 1973. This time, yellow returns as the main color since it invites itself until on the pants. This is the visual identity of the Rams that we know today: blue helmets with yellow horns, white, blue or yellow jerseys, yellow pants and blue socks. The possible combinations are not infinite but make it possible to establish a recognizable visual unity.
Navy blue, gold and white: the Saint-Louis Rams trio
The Los Angeles Rams' biggest visual identity change came in 2000five years after their move to Saint Louis. While the franchise did not touch the uniforms during the move, it is doing so for the millennium. The royal blue/yellow combination then disappears in favor of a blue navy and a gold more discreet. This color combination lasted until 2008 before the two historic colors appeared again in 2009.
From 2009 to 2019 it's a pretty horrible festival for the eyes since the Rams keep their new colors (blue and gold) but still trying to bring yellow and royal blue back to the forefront. The return to Los Angeles in 2016 does not solve anything and this cohabitation of colors persists. In 2017, the Rams introduced a new helmet with white horns and a completely yellow alternate uniform but both hues persisted.
The following year, they even asked to use their retro outfit for the Super Bowl. The old colors of Saint-Louis then gradually disappear.
The idea was apparently to change outfits when entering the new stadium being built in Los Angeles. But the work is behind schedule. Instead of 2019, it will be 2020. In the meantime, the franchise has changed… helmet and pants. The top and bottom of the official outfit are now blue/white, while the jersey retains gold touches and a blue that no longer matches the rest of the outfit. A disaster visual which therefore ends in 2020.
The welcome visual identity change of 2020
Finally, in 2020, the franchise is negotiating a complete turnaround and resuming its historic colors. A rest for our eyes.
“The most exciting part for me, and I hope for Rams fans, is that this blends the best of our past with what we believe is the best of our future,” said Kevin Demoff, director of Rams operations in 2020. “I'm sure it will be a surprise, it will be a change, but a lot of things are and I think it's a change that our fans will come to know and love over time. »
This definitive change of colors and brand became necessary after spending 21 seasons in Saint-Louis. The Rams nicknamed their news shades « Royal Rams ” And ” Ground ».
The Los Angeles Rams mascot
Rampage is the official mascot of the Los Angeles Rams. This mascot was officially introduced in July 2010 and its name means “carnage” in French. He is an anthropomorphic ram who wears the Rams uniform and the number 1.
Despite being a ram and despite his name, Rampage is known for his friendly attitude and childish antics. Local fans find Rampage both friendly and accessible.
Its name was chosen by fans while the team was still based in St. Louis. Rampage was officially announced as the winning name at the entrance to the St. Louis Zoo on July 26, 2010. More than 1,000 names were submitted to name the mascot. The top vote recipients were Rampage, Archie, Ramsey, Rammer, and Rush, respectively.
Rampage is meant to be part of the team's rebirth process and help give the Rams a more distinctive visual identity. The Rams only had one mascot before 2010. It was a furry animal that looked like a rat and was named Ramster. He was fired in 1996 and so it took more than 10 years for the Rams to have a mascot for their team again.
