The Arizona Cardinals are one of the oldest active football teams currently in the NFL but their current brand isn't rooted in their deep history and doesn't represent their explosive team personality. The goal of this concept was to modernize and streamline their outdated look and appeal to a new era of football in Arizona.
I decided it was important to keep Arizona's iconic cardinal head as their primary logo to reference one of the oldest designs in the NFL but it needed to be tougher, sharper, and faster. My final logo design introduces sharper angles to imply motion and create an arrow shape out of the cardinal head.
The Cardinals have always had a red primary jersey with a white helmet but their current uniform contains dated elements that distract from the most important elements: the cardinal and red jersey. I simplified the details on the uniform to call back to the history of the organization.
