The Cleveland Browns could change their colors to a different shade of orange and brown. They could change their secondary logo from the block B inside a football.
At this point, all we know about owner Jimmy Haslam's plans on a new look is that the helmets will remain the same and any change to the uniforms won't come until the 2015 season. Haslam had initially thought of unveiling a redesign for the 2014 season, but he told ESPN Radio in Cleveland that he has opted for an extensive, 24-month process recommended by experts in the field of brand marketing.
“I think we’ll have a better idea of what we want to do after that,” Haslam said. “This allows you to change anything you want. That doesn’t mean we will. I want to be perfectly clear about that. We just want to get a lot of input from our fans and take our time with it. Because you can do it only every five years.”
Haslam is making a wise decision to conduct a thorough study. He obviously wants to put his stamp on the team, from a new decision-maker to a new coach to a new name for the stadium. But you have to be careful when you're dealing with the tradition and identity of a team. Whether you like them or not, the burnt-orange, seal-brown uniforms have barely changed since the 1940s.
If you remember, our friends at Uni Watch did a fine job of offering some suggestions on the redesign. This will become an increasingly hot topic in 2015 when Haslam plans to make this unveiling a major event around the draft. Changes in uniforms and logos always generate a great deal of buzz. But the best way to sustain that interest is putting better players in those uniforms.