It turns out that the leak of a new Rams logo several weeks prior to the official unveiling on March 23, 2020 was mostly accurate.
The leaked logo (see: Los Angeles Rams New Logo Leak Draws Mixed Reviews) was, according to Rams Chief Operating Officer Kevin Demoff, a specialty hat made for the NFL Draft.
The leaked logo was dark blue, with white and gold accents around a ram horn that was broken up and closely resembled lightning bolts, so many fans thought it was actually a new Chargers logo.
“It’s not a hat I would buy or we would ever want in the marketplace, but we didn’t get much of a say in that,” Demoff told ESPN. “[That hat] was a terrible first introduction to where we are headed, but there’s nothing we can do about how that came to be.”
In reality, the primary color of the new LA logo is royal blue, which is being called “Rams Royal,” and yellow, or “Sol.” These match the colors the Rams used until their rebranding in 2000, when navy blue and gold became the primary colors the year while the franchise was in St. Louis and shortly after winning their only Super Bowl.
The ram horn begins in blue and gradually transitions to yellow, so the contrasts aren’t as stark as on the leaked design, so there’s really not as much confusion about it being a ram horn instead of the lightning bolt, as originally thought. There is a version of the logo on a blue background where the LA is in white.
Even though most fans agree that the actual logo isn’t as bad as originally feared, there has still been some backlash. Eric Dickerson, the Hall of Fame running back who is now the Rams’ vice president of business development, said he would take fans’ concerns about the new look to ownership.
Demoff acknowledged that change is always hard at first, and he hopes fans will give the new look (including new uniforms that will be unveiled later in the offseason) a chance.
“I’m sure it will be a surprise. It will be change,” Demoff said. “But lots of things are, and I think it’s a change that our fans will come to know and love over time.”
The alternate logo appears to be getting a more positive reaction; it features a white ram head that’s outlined in blue, adorned with the same Ram horn that’s part of the primary logo.
The Rams will be moving into SoFi Stadium, which will be the shared home of the Rams and the Chargers starting this season. Los Angeles finished last year at 9-7 and failed to reach the playoffs only a year after reaching the Super Bowl and losing 13-3 to New England.
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