An NFL logo can say a lot about a team. The Dallas Cowboys star is notorious worldwide, whereas people outside of the US would struggle to know the Tennessee Titans’ emblem. It says a lot about where teams rank in the hierarchy of the NFL for sides, such as the Cowboy, who are routinely one of the best-backed teams in the Super Bowl odds at the start of every season. The more you see the logo, the better the team performs, especially if they’re regulars in the playoffs and the Super Bowl.

For others, their logo epitomizes the struggle, particularly when it becomes synonymous with losing. Teams alter their logos for a number of reasons, including a bold decision to rebrand themselves. This has worked on occasions, establishing a new era of success for teams who have made the change. Here are prime examples of teams that have thrived after a rebrand.

New England Patriots

New England Patriots Primary Logo 1989 - 1992

The Patriots used the Pat Patriot logo for 30 years after the franchise's launch in the 1960s. However, it had not brought them success on the field. Notably, they lost to the Chicago Bears in the Super Bowl in the 1985 campaign.

After a miserable campaign in 1992, owner James Orthwein authorized the creation of a new logo, and the Flying Elvis was adopted on the Patriots’ helmets and uniforms for the start of the 1993 season. This happened to coincide with the arrival of Bill Parcells. The legendary coach picked up the team and transformed them from the doldrums into a competitive outfit.

Success did not come overnight following the change, but Robert Kraft’s takeover in 1994 resulted in an unprecedented wave of success. After Parcells led the Patriots to a second Super Bowl appearance in 1996, albeit via a defeat to the Green Bay Packers, New England Patriots was on the right track.

Cue Bill Belichick's hiring and Tom Brady's drafting in 2000.

Over the next 19 years, the Patriots would dominate the NFL, winning Six Super Bowls and appearing in nine. The Flying Elvis is now one of the most recognizable logos in the NFL. However, the Patriots have admittedly taken a backward step in the NFL hierarchy since the departure of Tom Brady. With Belichick closer to the end of his career than the start, Kraft may soon be convinced that the era of the Flying Elvis could be over.

Los Angeles Rams

One of the worst-kept secrets in the NFL during the 2010s was the league’s desire for a team to return to Los Angeles. The St Louis Rams were a natural pick to return home due to the team's struggles in Missouri, where they lacked a passionate fanbase and success on the field. Owner Sam Kroenke was more than happy to oblige with the NFL's request.

Los Angeles Rams Primary Logo 2017 - 2019

In St Louis, the Rams beat the Tennessee Titans in the Super Bowl in the 1999 campaign, although they also lost to the Patriots two years later in the title game. The Rams had grown stale in St Louis, prompting the move back to LA and a fresh new logo. The old Ram looked tired and out of place in the modern NFL, prompting a new swish look.

The change was soon replicated in their choice of head coach, with veteran Jeff Fisher making way for 30-year-old Sean McVay. McVay proved to be an inspired choice for the franchise. His style of offense revolutionized the NFL, turning the Rams from one of the most boring to one of the most exciting teams in the league.

It wasn't long before the Rams competed in the Super Bowl, but again they lost out to the Patriots in Super Bowl LIII. However, they eventually got over the hump three years later to put Los Angeles Rams back on the map in the NFL, lifting the Vince Lombardi Trophy in SoFi Stadium in front of their home fans. Whether the LA Rams and their logo remain relevant for the long term remains to be seen.

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