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Miami Dolphins Switch to 'Tougher' Logo
By: Dwayne W. Waite Jr.
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The NFL Draft is April 25th, but the 32 teams in the league have been preparing since the last season ended to figure out its draft board, free agents, possible pick-ups, and getting under the salary cap.

Also, their images.

If we are to walk away from the NFL knowing only one thing, it's that the NFL cares about its image. Roger Goodell, the man leading the league with an iron fist and an even stiffer jaw, has made that point clear. And teams around the league are following suit.

The Miami Dolphins, coming fresh off their 4th consecutive losing season, are re-branding the team in hopes to bring it into the new generation of design, and to leave its losing ways behind. The new logo, though not a stretch from the old one, does have a cleaner, more modern look to it. The new logo is less cartoony, and even looks a little more "fierce."



Fierce for a dolphin, we guess.

Now here's the interesting part to all of this: the team will officially announce the re-brand and release the new jerseys and everything on April 18th. Will an advertising campaign be joining the release? Since it is not a total overhaul, we don't think that they have to, but if they do, it will be worth watching to see how they explain the new design. What will the Dolphins stand for? What will the new brand represent? What kind of personality do we expect to see from the players, coaches and front office? Did the whole organization buy in to the move? And more importantly, how will the fans react?
Images credit: Sun-Sentinel & PSFK.com


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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