DNA of Sports invites you to (re)discover the history of each franchise from the angle of branding and brand image. From the logo to the colors, including the jerseys and the origin of the names, the entire visual identity of the Indianapolis Colts is dissected and explained in this article.
The name of the Indianapolis Colts
The Colts franchise was officially founded in 1953 in Baltimore, Maryland. But we can trace its history to the Dayton Triangles, one of the founding teams of the NFL, created in 1913. The Baltimore Colts were then born in 1947 from the hands of Bob Rodenberg, new owner of the Miami Seahawks, bankrupt since 1942. The name of Colts was adopted in 1947 at the suggestion of a fan named Charles Evans.
The Colts could then have disappeared in 1950 because of their low level. This was without counting on the hand extended by Bert Bell and the fanfare return of the team, which rose among the elite from 1954 to 1968. In December 1952, the commissioner of the league, Bert Bell, challenged the city from Baltimore. If 15,000 fewer tickets are sold in 6 weeks, the Colts return to the league. In 4 weeks and 3 days, all the tickets were sold and the Dallas Texans were then moved to Baltimore to take over.
The successive moves of the Colts
Playing at Memorial Stadium in Baltimore, the Colts were the first team to have cheerleaders. This is when they abandon their old colors (green and silver). These “new” Colts are defined by a mixture of white and blue, a visual identity that still persists today.
As the Colts' lease in Baltimore ended, the team moved to the Housier Dome (or RCA Dome) in Indianapolis in 1984. Many fans did not hesitate to seek (in vain) legal action aimed at preventing the relocation of the franchise. From 2008, the team finally moved to Lucas Oil Stadium, their current stadium.
The visual identity of the Indianapolis Colts
Colts logos and uniforms have essentially remained the same since the team's debut in 1953. The helmet is white with a blue logo. Blue jerseys have white shoulder stripes, while white jerseys have blue stripes. The team also wears white pants with blue stripes on the sides.
Colts logo colors include blue (speed blue) and a little white. Blue symbolizes excellence, perseverance and power; white is synonymous with purity and charm.
The horseshoe is a well-known symbol of luck when placed with its ends facing upwards. This sign was used for the first time on the badge of the Indianapolis Colts in 1961. Drawn on the white helmet, it became the sole element of the visual identity of the Indianapolis Colts in 1979. Since 2020, the iron horse is also read as a stylized letter “C”.
Indianapolis Colts logos
The visual identity of the Indianapolis Colts is very constant throughout the seasons. The main theme was defined in 1953, while the emblem, used by the team today, was designed in 1979 and has only been slightly modified over the years. The history of the Colts emblem dates back to when the team was based in Baltimore. The city indeed has a great tradition of horse racing.
The horseshoe logo has been around since 1979. It is a blue horseshoe with seven white holes. Since its creation, it has hardly evolved. Even the color palette of the logo has remained stable. The symbolism of the horseshoe reflects perseverance and the animal determination to want to win.
A story that dates back to 1953
The very first logo of the famous football team was designed in 1953. It depicts a horse jumping over an obstacle, wearing a football helmet and holding a ball between its legs. The “Baltimore Colts” wordmark frames the horse. It is written in white with a blue outline and placed above and below the image of the horse. The capitalized “Baltimore” portion is arched, while the “Colts” portion, also capitalized, is straight.
Appearance of the Colts symbol in 1961
The logo was redesigned for the first time in 1961. Only the horse, helmet and football were retained, while other details were removed. The important element of the new logo remains the appearance of the horseshoe on the horse's white helmet. The historic and iconic symbol of the Colts was born.
The legendary blue horseshoe with its seven white eyelets was introduced in 1979. A symbol of luck and hope, it is made in the club's iconic color palette. It then reflects the value of roots and traditions and represents professionalism and stability. The horseshoe therefore became the iconic symbol of the Colts and it remained even after the move to Indianapolis. Finally, the “major” logo redesign in 2002 only brought a new shade of blue to the visual identity of the Indianapolis Colts.
Alternative Indianapolis Colts logos
The Colts renew their visual identity in 2020. The horseshoe is still there, without any changes, but two additional logos appear.
The first is an emblem consisting of a blue letter “C” with seven white grommets, resembling the iconic insignia. The interior outline of the letter follows the outline of the state of Indiana. It is a tribute to the team's roots, as well as a modern and strong patriotic sign.
The Colts Wordmark logo
Another change was made to the logo. The all-caps “Colts” is now written in a custom serif font with unique lines, setting it apart from all other teams. The Colts wordmark now uses the Playbill BT Regular font and is written in blue capitals.
“The horseshoe remains our most iconic and timeless brand, worn by some of the greatest in NFL history, and adored by some of the best fans in the NFL, Colts Nation,” said Charlie Irsay- Gordon, vice president and owner. “These new logos – and especially the new Indiana logo – honor our rich history, anchor our deep and enduring connection to Indiana, and welcome the exciting future that lies ahead.” »
Indianapolis Colts outfits
The Colts have almost always had the same models of uniforms and helmets. The white helmet with the blue horseshoe has been present almost since the beginning. At the time, they were almost the only ones to include a logo on their helmet.
The current uniform has undergone small changes over the years, such as the color of the helmet grille or the color of the pants. Aside from these details, the uniform has remained unchanged since the 1950s as it is a classic and timeless model, recognized by fans. Even the move in the 1980s failed to change the visual identity of the franchise.
Back to 1956 with retro uniforms
Indianapolis Colts linebacker Zaire Franklin (44) and Indianapolis Colts linebacker Bobby Okereke (58) celebrate on the field during an NFL football game against the Pittsburgh Steelers, Monday, Nov. 28, 2022, in Indianapolis. (AP Photo/Zach Bolinger)
Unitas, Moore, Berry, Donovan, Marchetti, Shula… All Hall of Famers and all members of the Colts in the 1950s. These players won championships, defined an era in sports and helped make the Colts franchise what it was. she is today. The Colts will honor these legends during the Throwback Game on December 16.
A rather minimalist and therefore effective uniform. Judge for yourself: three horizontal stripes on the shoulders and the numbers placed on top of the shoulders. Two horseshoes present on the back of the helmet. A single blue stripe along the pants and three stripes on the socks. I told you: effective.
Indiana Nights: in black and blue
The last uniform change for the Colts is in 2023 with the Indiana Nights alternate uniforms. The helmet is entirely black with a heather blue stripe. The iconic blue remains but sports a texture unique to the NFL. Familiar to generations of Colts fans, the stripes provide visual impact by extending across the shoulder pads and pants. The textured finish extends throughout the uniform, from the jersey to the numbers, all the way to the sleeves. The alternate logo is also visible on the jersey.
Decades of tradition meet a new, more modern look in this alternate uniform. Designed in 2023 to honor the Colts' home state, the Indiana Nights uniforms set the tone and color. Used sparingly (appearance once a year), this year they will only be worn for one date: November 24, against the Lions.
Likewise, if you want to admire the Colts in their white uniform, they will only wear it once during the season: December 22, at home, against the Titans.
Blue, the mascot of the Indianapolis Colts
Watch your eyes, here is without a doubt one of the ugliest mascots in the NFL. Blue was born in Jockey, Indiana. It has been the official mascot of the Indianapolis Colts since 2006. It wears the number 00 like the majority of official mascots of NFL teams. And he's already been named the Pro Bowl mascot three times.
His official biography tells us that he is educated in football, athletics, driving, wrestling and interpretive dance. Blue also has a degree in genius and humor. Certainly a compensation due to his questionable physique… Other distinctive signs: he prefers lace-up shoes to Velcro, has a weakness for kittens and refuses to walk long distances.
Allergic to Patriots fans, his favorite pieces of music are Wild Horses Rolling Stones and Blue from Eiffel 65. No need to thank me for going back 25 years!
