What happens when your brand is so iconic, it starts to complicate your messaging?

The product of the NFL (its games) generally appear on other properties (networks & streaming platforms) that have purchased the broadcast rights. A product, unmistakably branded, that dwarfs every other program in any other category.

The success of that product has, however, sometimes made it difficult for marketing to drive to the platform (NFL Network).

This is especially the case for the series of EXCLUSIVE GAMES on NFL Network, a series of games not available anywhere else. Hence, exclusive.

We developed several scenarios that would help differentiate the Network, and, therefore, the Exclusive Games Series, from the league, while maintaining the necessary visual connection to the iconic master brand.

The new NFL Network Exclusive Games mark is simple and bold, centered around the most iconic part of the NFL logo: the shield. Most importantly, it is agile, allowing it to take on different configurations for different applications.