Disclaimer: Conceptual project — not affiliated with the Cleveland Browns or the NFL.
Since their founding in 1946, the Cleveland Browns have struggled to establish a strong, lasting brand identity. With various iterations of Brownie the Elf, a bull mastiff, and ultimately a logo-less helmet, the team’s image has lacked both conceptual depth and visual impact. While updates to color and typography have been made over the years, the brand still falls short in communicating fierceness and meaning.
The goal was to reimagine the Browns' identity by reconnecting with their roots—honoring original colors and past mascots—while introducing a bold new concept. Drawing inspiration from The Beast, one of the oldest and most iconic wooden roller coasters at Ohio’s Cedar Point amusement park, the rebrand merges the thrill and power of the ride with the loyal, aggressive spirit of the Browns’ bull mastiff. The result is a fierce, prideful identity that ignites excitement and pays homage to Ohio’s rich cultural and sports history.