AFL Reveals New Logo for 2003
August 17, 2002 - Arena Football League (1987-2008) (AFL I) News Release
The Arena Football League will kick off its 17th season in February 2003 with an exciting new logo that represents both the high-energy feel of the AFL and the American passion for the sport of football.
"Our game is full of speed and excitement," said Commissioner David Baker. "This new logo is representative of our Arena Football League players, who are great athletes with incredible football skills."
The new identity is just one step in a pattern of events validating the Arena Football League as a major-league sports entertainment brand.
With significant national broadcast exposure beginning in February 2003, quality and committed ownership of new and existing franchises in major markets, an 8.8-percent attendance increase in 2002, and the attraction of an increasing number of blue chip partners, the AFL seized the opportunity to update its identity ahead of an anticipated significant increase in the League's awareness and growth.
The new logo reflects the speed, excitement and skills that make the Arena Football League brand of professional football so unique.
The icon of an AFL football player is framed inside a contemporary shield shape. The player appears to be an offensive player (passing, catching, carrying) and defensive player (rushing, defending) at the same time, which is consistent with the AFL style of football where players compete on both sides of the ball. The football bursts from the shield representing the high-energy, high-scoring aspects of the game. The colors of Red, White and Blue pay homage to the American passion for football.
The Arena Football League consists of 23 teams, including eight in the 10 largest U.S. media markets. Sixteen teams competed in the AFL's 16th season this past year, including new teams in Atlanta (Georgia Force) and Dallas (Desperados). Next season will see the addition of the Colorado Crush and possibly more teams. The AFL ownership group includes nine NFL owners who own or have applied for AFL teams.
Arena Football League (1987-2008) Stories from August 17, 2002
- ArenaBowl XVI on Sirius Satellite Radio and Armed Forces Radio Network - AFL I
- AFL Reveals New Logo for 2003 - AFL I
- Truluck Lineman of the Year - Detroit Fury
- Winters wins Hero Award - Detroit Fury
- Thomas Named Rookie of the Year - AFL I
- AFL Names Rookie, Ironman Squads - AFL I
- All-Arena Teams Named - AFL I
- AFL Names Award Winners - AFL I
- Thompson Earns 'Built Ford Tough Man of Year' - AFL I
- AFL Honors Top Kicker, Lineman - AFL I
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