Los Angeles Rams
NFL franchise in Inglewood, California, United States
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Foundation Date
Foundation Year Bucket
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Official Websites
Brand Guidelines
2023
Brand Summary
Mission
- To embrace, celebrate, and mirror the LA home, reflecting the energetic, driving force and relentless pursuit of dreams that define both the Rams and Los Angeles [^1].
Core Values
- Respect the past
- Represent the future
- Relentless pursuit of better
- Distinctiveness
- Design integrity
- Quality [^2]
Target Audience
- NFL Member Clubs, sponsors, authorized manufacturers, and fans of the Los Angeles Rams [^3].
Personality Traits
- Energetic
- Dynamic
- Dream-driven
- Quality-focused
- Distinctive
Visual Identity Overview
- The visual identity centers on the iconic Rams horn, inspired by the golden ratio and LA’s perfect wave, with a bold logo, vibrant blue and yellow color palette, and modern, clean design elements. Consistency and adaptability are emphasized across all brand applications [^5].
Categories
Brand Imagery
- The primary mark is a visual expression of our brand that combines our key defining characteristic in the horn and our celebration of our home, LA.
- By focusing on the make-up of the most iconic and sacrosanct part of the brand -the Rams horn -the team discovered nature’s beauty unfold with the golden ratio (aka Fibonacci Sequence) in its curvature. It’s the same ratio that underpins one of LA’s most iconic imagery -the perfect wave. Both are connected through nature’s perfect spiral, so this became the driving concept behind the new logo.
- This physical design is a reminder of how the Rams new brand identity is foundationally built to embrace, celebrate, and mirror it’s LA home. Los Angeles is a City of Dreams with an energetic, driving force that enables the Angeleno spirit to thrive. There is a shared attitude between the Rams and LA towards the relentless pursuit of that dream and the constant pursuit of better. The mark embraces this shared distinctiveness between the Rams and the LA home it represents.
- Horn: The Horn Represents Our Legacy
- Gradient: A Transition From Where We’ve Been, To Where We’re Going
- Wave: The Wave Embodies The LA Spirit
- Italics: Leaning Forward, and Looking Ahead
- The designs depicted herein are registered trademarks of the NFL and its member clubs. The Brand Guide and marks are for use only by NFL Member Clubs, sponsors, and those authorized to manufacture and/or produce products, promotional materials and advertising associated with the Los Angeles Rams. Your use and reproduction of any trademark is limited strictly to usage authorized by the Los Angeles Rams. No reproduction may deviate in any manner from the specifications contained in this Brand Guide. The use of “®” or “TM” trademark notices is not required unless you are advised otherwise at the time of quality control approval of your materials or product.
Color Palette
- RamsRoyal C100 M 75 Y0 K6 R0 G 53 B148 PMS 2736 C HTML 003594 Madeira Polyneon 1566 Madeira Classic 1166 Robinson-Anton Polyester 5580
- Sol oc 9M 100Y 0K 255 R 209 G 0B PMS 109 C HTML FFD100 Madeira Classic 1125/1069 Robinson-Anton Polyester 9001
Typography
- Helvetica Now Regular REGULAR abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%"&*(}<>?
- Helvetica Now Bold BOLD abcdefghljklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%"&*()<>?
- Helvetica Now Medium MEDIUM abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%"&*()<>?
- Helvetica Now Black BLACK abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%"&*1)<>?
- Bold 30Pt ABCDEFGHIJKLMNOPQRSTUVWXYZ
- Bold 30Pt abcdefghijklmnopqrstuvwxyz
- Bold 30Pt 1234567890!@#$0/oA&*()<>?
- Cap Line IAbccle_fg Mean Line Baseline Descender Line
Logo Usage
- The primary mark is a visual expression of our brand that combines our key defining characteristic in the horn and our celebration of our home, LA.
- The designs depicted herein are registered trademarks of the NFL and its member clubs. The Brand Guide and marks are for use only by NFL Member Clubs, sponsors, and those authorized to manufacture and/or produce products, promotional materials and advertising associated with the Los Angeles Rams. Your use and reproduction of any trademark is limited strictly to usage authorized by the Los Angeles Rams. No reproduction may deviate in any manner from the specifications contained in this Brand Guide. The use of “®” or “TM” trademark notices is not required unless you are advised otherwise at the time of quality control approval of your materials or product
Tone And Messaging
- This document is an overview of our brand strategy, brand tone and brand behaviors. It’s meant to inform copy for social and gameday assets.
- Los Angeles is a City of Dreams with an energetic, driving force that enables the Angeleno spirit to thrive. There is a shared attitude between the Rams and LA towards the relentless pursuit of that dream and the constant pursuit of better. The mark embraces this shared distinctiveness between the Rams and the LA home it represents.
- Respect The Past.
- Represent The Future.
- Horn The Horn Represents Our Legacy
- Gradient A Transition From Where We’ve Been, To Where We’re Going
- Wave The Wave Embodies The LA Spirit
- Italics Leaning Forward, and Looking Ahead
Brand Values
- The primary mark is a visual expression of our brand that combines our key defining characteristic in the horn and our celebration of our home, LA.
- By focusing on the make-up of the most iconic and sacrosanct part of the brand -the Rams horn -the team discovered nature’s beauty unfold with the golden ratio (aka Fibonacci Sequence) in its curvature. It’s the same ratio that underpins one of LA’s most iconic imagery -the perfect wave. Both are connected through nature’s perfect spiral, so this became the driving concept behind the new logo.
- This physical design is a reminder of how the Rams new brand identity is foundationally built to embrace, celebrate, and mirror it’s LA home. Los Angeles is a City of Dreams with an energetic, driving force that enables the Angeleno spirit to thrive. There is a shared attitude between the Rams and LA towards the relentless pursuit of that dream and the constant pursuit of better. The mark embraces this shared distinctiveness between the Rams and the LA home it represents.
- Respect The Past.
- Represent The Future.
- Horn The Horn Represents Our Legacy
- Gradient A Transition From Where We’ve Been, To Where We’re Going
- Wave The Wave Embodies The LA Spirit
- Italics Leaning Forward, and Looking Ahead
Visual Style
- The primary mark is a visual expression of our brand that combines our key defining characteristic in the horn and our celebration of our home, LA.
- By focusing on the make-up of the most iconic and sacrosanct part of the brand -the Rams horn -the team discovered nature’s beauty unfold with the golden ratio (aka Fibonacci Sequence) in its curvature. It’s the same ratio that underpins one of LA’s most iconic imagery -the perfect wave. Both are connected through nature’s perfect spiral, so this became the driving concept behind the new logo.
- This physical design is a reminder of how the Rams new brand identity is foundationally built to embrace, celebrate, and mirror it’s LA home. Los Angeles is a City of Dreams with an energetic, driving force that enables the Angeleno spirit to thrive. There is a shared attitude between the Rams and LA towards the relentless pursuit of that dream and the constant pursuit of better. The mark embraces this shared distinctiveness between the Rams and the LA home it represents.
- Respect The Past.
- Represent The Future.
- Horn: The Horn Represents Our Legacy
- Gradient: A Transition From Where We’ve Been, To Where We’re Going
- Wave: The Wave Embodies The LA Spirit
- Italics: Leaning Forward, and Looking Ahead
- The designs depicted herein are registered trademarks of the NFL and its member clubs. The Brand Guide and marks are for use only by NFL Member Clubs, sponsors, and those authorized to manufacture and/or produce products, promotional materials and advertising associated with the Los Angeles Rams. Your use and reproduction of any trademark is limited strictly to usage authorized by the Los Angeles Rams. No reproduction may deviate in any manner from the specifications contained in this Brand Guide. The use of “®” or “TM” trademark notices is not required unless you are advised otherwise at the time of quality control approval of your materials or product.
Layout And Composition
- The primary mark is a visual expression of our brand that combines our key defining characteristic in the horn and our celebration of our home, LA.
- By focusing on the make-up of the most iconic and sacrosanct part of the brand -the Rams horn -the team discovered nature’s beauty unfold with the golden ratio (aka Fibonacci Sequence) in its curvature. It’s the same ratio that underpins one of LA’s most iconic imagery -the perfect wave. Both are connected through nature’s perfect spiral, so this became the driving concept behind the new logo.
- This physical design is a reminder of how the Rams new brand identity is foundationally built to embrace, celebrate, and mirror it’s LA home. Los Angeles is a City of Dreams with an energetic, driving force that enables the Angeleno spirit to thrive. There is a shared attitude between the Rams and LA towards the relentless pursuit of that dream and the constant pursuit of better. The mark embraces this shared distinctiveness between the Rams and the LA home it represents.
- Horn The Horn Represents Our Legacy
- Gradient A Transition From Where We’ve Been, To Where We’re Going
- Wave The Wave Embodies The LA Spirit
- Italics Leaning Forward, and Looking Ahead
- Full Color
2020
Brand Summary
Mission
- To embrace, celebrate, and mirror the LA home, reflecting the energetic, driving force and relentless pursuit of dreams that define both the Rams and Los Angeles [^1].
Core Values
- Respect the past
- Represent the future
- Relentless pursuit of better
- Distinctiveness
- Design integrity
- Quality [^2]
Target Audience
- NFL Member Clubs, sponsors, authorized manufacturers, and fans of the Los Angeles Rams [^3].
Personality Traits
- Energetic
- Dynamic
- Dream-driven
- Quality-focused
- Distinctive
Visual Identity Overview
- The visual identity centers on the iconic Rams horn, inspired by the golden ratio and LA’s perfect wave, with a bold logo, vibrant blue and yellow color palette, and modern, clean design elements. Consistency and adaptability are emphasized across all brand applications [^5].
Categories
Brand Imagery
- The primary mark is a visual expression of our brand that combines our key defining characteristic in the horn and our celebration of our home, LA.
- By focusing on the make-up of the most iconic and sacrosanct part of the brand -the Rams horn -the team discovered nature’s beauty unfold with the golden ratio (aka Fibonacci Sequence) in its curvature. It’s the same ratio that underpins one of LA’s most iconic imagery -the perfect wave. Both are connected through nature’s perfect spiral, so this became the driving concept behind the new logo.
- This physical design is a reminder of how the Rams new brand identity is foundationally built to embrace, celebrate, and mirror it’s LA home. Los Angeles is a City of Dreams with an energetic, driving force that enables the Angeleno spirit to thrive. There is a shared attitude between the Rams and LA towards the relentless pursuit of that dream and the constant pursuit of better. The mark embraces this shared distinctiveness between the Rams and the LA home it represents.
- Horn: The Horn Represents Our Legacy
- Gradient: A Transition From Where We’ve Been, To Where We’re Going
- Wave: The Wave Embodies The LA Spirit
- Italics: Leaning Forward, and Looking Ahead
- The designs depicted herein are registered trademarks of the NFL and its member clubs. The Brand Guide and marks are for use only by NFL Member Clubs, sponsors, and those authorized to manufacture and/or produce products, promotional materials and advertising associated with the Los Angeles Rams. Your use and reproduction of any trademark is limited strictly to usage authorized by the Los Angeles Rams. No reproduction may deviate in any manner from the specifications contained in this Brand Guide. The use of “®” or “TM” trademark notices is not required unless you are advised otherwise at the time of quality control approval of your materials or product.
Color Palette
- RamsRoyal C100 M 75 Y0 K6 R0 G 53 B148 PMS 2736 C HTML 003594 Madeira Polyneon 1566 Madeira Classic 1166 Robinson-Anton Polyester 5580
- Sol oc 9M 100Y 0K 255 R 209 G 0B PMS 109 C HTML FFD100 Madeira Classic 1125/1069 Robinson-Anton Polyester 9001
Typography
- Helvetica Now Regular REGULAR abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%"&*(}<>?
- Helvetica Now Bold BOLD abcdefghljklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%"&*()<>?
- Helvetica Now Medium MEDIUM abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%"&*()<>?
- Helvetica Now Black BLACK abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%"&*1)<>?
- Bold 30Pt ABCDEFGHIJKLMNOPQRSTUVWXYZ
- Bold 30Pt abcdefghijklmnopqrstuvwxyz
- Bold 30Pt 1234567890!@#$0/oA&*()<>?
- Cap Line IAbccle_fg Mean Line Baseline Descender Line
Logo Usage
- The primary mark is a visual expression of our brand that combines our key defining characteristic in the horn and our celebration of our home, LA.
- The designs depicted herein are registered trademarks of the NFL and its member clubs. The Brand Guide and marks are for use only by NFL Member Clubs, sponsors, and those authorized to manufacture and/or produce products, promotional materials and advertising associated with the Los Angeles Rams. Your use and reproduction of any trademark is limited strictly to usage authorized by the Los Angeles Rams. No reproduction may deviate in any manner from the specifications contained in this Brand Guide. The use of “®” or “TM” trademark notices is not required unless you are advised otherwise at the time of quality control approval of your materials or product
Tone And Messaging
- This document is an overview of our brand strategy, brand tone and brand behaviors. It’s meant to inform copy for social and gameday assets.
- Los Angeles is a City of Dreams with an energetic, driving force that enables the Angeleno spirit to thrive. There is a shared attitude between the Rams and LA towards the relentless pursuit of that dream and the constant pursuit of better. The mark embraces this shared distinctiveness between the Rams and the LA home it represents.
- Respect The Past.
- Represent The Future.
- Horn The Horn Represents Our Legacy
- Gradient A Transition From Where We’ve Been, To Where We’re Going
- Wave The Wave Embodies The LA Spirit
- Italics Leaning Forward, and Looking Ahead
Brand Values
- The primary mark is a visual expression of our brand that combines our key defining characteristic in the horn and our celebration of our home, LA.
- By focusing on the make-up of the most iconic and sacrosanct part of the brand -the Rams horn -the team discovered nature’s beauty unfold with the golden ratio (aka Fibonacci Sequence) in its curvature. It’s the same ratio that underpins one of LA’s most iconic imagery -the perfect wave. Both are connected through nature’s perfect spiral, so this became the driving concept behind the new logo.
- This physical design is a reminder of how the Rams new brand identity is foundationally built to embrace, celebrate, and mirror it’s LA home. Los Angeles is a City of Dreams with an energetic, driving force that enables the Angeleno spirit to thrive. There is a shared attitude between the Rams and LA towards the relentless pursuit of that dream and the constant pursuit of better. The mark embraces this shared distinctiveness between the Rams and the LA home it represents.
- Respect The Past.
- Represent The Future.
- Horn The Horn Represents Our Legacy
- Gradient A Transition From Where We’ve Been, To Where We’re Going
- Wave The Wave Embodies The LA Spirit
- Italics Leaning Forward, and Looking Ahead
Visual Style
- The primary mark is a visual expression of our brand that combines our key defining characteristic in the horn and our celebration of our home, LA.
- By focusing on the make-up of the most iconic and sacrosanct part of the brand -the Rams horn -the team discovered nature’s beauty unfold with the golden ratio (aka Fibonacci Sequence) in its curvature. It’s the same ratio that underpins one of LA’s most iconic imagery -the perfect wave. Both are connected through nature’s perfect spiral, so this became the driving concept behind the new logo.
- This physical design is a reminder of how the Rams new brand identity is foundationally built to embrace, celebrate, and mirror it’s LA home. Los Angeles is a City of Dreams with an energetic, driving force that enables the Angeleno spirit to thrive. There is a shared attitude between the Rams and LA towards the relentless pursuit of that dream and the constant pursuit of better. The mark embraces this shared distinctiveness between the Rams and the LA home it represents.
- Respect The Past.
- Represent The Future.
- Horn: The Horn Represents Our Legacy
- Gradient: A Transition From Where We’ve Been, To Where We’re Going
- Wave: The Wave Embodies The LA Spirit
- Italics: Leaning Forward, and Looking Ahead
- The designs depicted herein are registered trademarks of the NFL and its member clubs. The Brand Guide and marks are for use only by NFL Member Clubs, sponsors, and those authorized to manufacture and/or produce products, promotional materials and advertising associated with the Los Angeles Rams. Your use and reproduction of any trademark is limited strictly to usage authorized by the Los Angeles Rams. No reproduction may deviate in any manner from the specifications contained in this Brand Guide. The use of “®” or “TM” trademark notices is not required unless you are advised otherwise at the time of quality control approval of your materials or product.
Layout And Composition
- The primary mark is a visual expression of our brand that combines our key defining characteristic in the horn and our celebration of our home, LA.
- By focusing on the make-up of the most iconic and sacrosanct part of the brand -the Rams horn -the team discovered nature’s beauty unfold with the golden ratio (aka Fibonacci Sequence) in its curvature. It’s the same ratio that underpins one of LA’s most iconic imagery -the perfect wave. Both are connected through nature’s perfect spiral, so this became the driving concept behind the new logo.
- This physical design is a reminder of how the Rams new brand identity is foundationally built to embrace, celebrate, and mirror it’s LA home. Los Angeles is a City of Dreams with an energetic, driving force that enables the Angeleno spirit to thrive. There is a shared attitude between the Rams and LA towards the relentless pursuit of that dream and the constant pursuit of better. The mark embraces this shared distinctiveness between the Rams and the LA home it represents.
- Horn The Horn Represents Our Legacy
- Gradient A Transition From Where We’ve Been, To Where We’re Going
- Wave The Wave Embodies The LA Spirit
- Italics Leaning Forward, and Looking Ahead
- Full Color
Additional Properties
| Property | Value |
|---|---|
| Wikidata Link | Open Wikidata |
| Property | Value |
|---|---|
| Foundation Date | 1936 |
| Home Venue | Los Angeles Memorial Coliseum (from 1946, until 1979), Angel Stadium of Anaheim (from 1980, until 1994), The Dome at America’s Center (from 1995, until 2015), SoFi Stadium (from 2020), Los Angeles Memorial Coliseum (from 2016, until 2019) |
| Country | United States |
| Part Of | NFC West |
| Topic’S Main Category | Category:Los Angeles Rams |
| Freebase Id | /m/06x76 |
| Member Of | National Football League |
| Viaf Cluster Id | 129167643, 16146332955618732533 |
| Sport | American football |
| X (Twitter) Username | RamsNFL (as of 2020-04-27, from 2009-03-12) |
| Inception | 1936 |
| Founded By | Homer Marshman |
| Owned By | Kroenke Sports & Entertainment |
| Facebook Username | Rams |
| Quora Topic Id | Los-Angeles-Rams |
| Encyclopædia Britannica Online Id | topic/St-Louis-Rams, topic/Los-Angeles-Rams-American-football-team |
| League Or Competition | National Football League |
| Category For Members Of A Team | Category:Los Angeles Rams players |
| Library Of Congress Authority Id | n50045507, n2016021111 |
| Instagram Username | rams |
| Littlesis Organization Id | 204680 |
| Mascot | Rampage |
| Head Coach | Sean McVay (from 2017-01-12), Jeff Fisher (from 2012-01-13, until 2016-12-12) |
| Youtube Channel Id | UCyJ6yZdVUkBvt2vl4R03jcA (as of 2020-12-04, from 2015-05-28) |
| Topic Has Template | Template:Los Angeles Rams, |
| Social Media Followers | 935,009 (as of 2021-01-05), 910,281 (as of 2020-04-27), 43,700 (as of 2021-07-02), 1,122,339 (as of 2022-03-01), 80,700 (as of 2022-03-17) (+6 more) |
| Subreddit | LosAngelesRams |
| X Topic Id | 719984174422077441 |
| Different From | L.A. Rats |
| Der Spiegel Topic Id | los-angeles-rams |
| Name | Cleveland Rams (from 1936, until 1945), Los Angeles Rams (from 1946, until 1994), St. Louis Rams (from 1995, until 2015), Los Angeles Rams (from 2016) |
| Flashscore Team Id | los-angeles-rams/z7hZioyR |
| Fandom | Mob Squad |
| Yale Lux Id | group/9f104b25-ceea-4170-a989-05cfbce0016b |
| The Guardian Topic Id | sport/los-angeles-rams |
| Out Tag Id | los-angeles-rams |