OAKLAND RAIDERS FOOTBALL TEAMShrouded in silver and black, the Oakland Raiders have become one of the most iconic brands in the National Football League. With a successful history and a devoted pack of supporters that span the country, this team possesses many of building blocks for a strong franchise. However, this once elite organization has become overshadowed by their alternative business strategies and a reputation for mayhem.

The goals of the rebrand are to increase pride for the team, both in Oakland and nationally. The strategy is to focus on the Raider core values of teamwork and brotherhood, with a design emphasizing the masculine appeal of this team of scrappy underdogs.

ART DIRECTIONOnce the terminus of the Transcontinental Railroad and a major port city, Oakland has a strong industrial history. The imagery and textures incorporated into the Raiders’ identity system represent this heritage creating a sense of authenticity, connecting the team to their fan base, as well as their home city.

WE STAND UP FOR OAKLAND.

WE STAND UP FOR OAKLAND.RAIDER CREDOTHERE IS A PLACE IN RAIDER NATION FOR EVERYONE WHO HAS BEEN MISTREATED, MISJUDGED, AND UNDERVALUED.

WE BELIEVE IN THE POWER OF DEDICATION, PERSEVERANCE, AND COURAGE.

WE UNITE TO DEFEND OUR TRIBE OF PLAYERS AND FANS.

WE PERSEVERE WHEN FACED WITH ADVERSITY.

WE FIGHT AGAINST INTOLERANCE IN AN UNJUST WORLD.

In redesigning the Raider logo the goal is to preserve the existing brand equity, while creating a mark that truly represents the tenacity and masculinity of the Raider spirit. The shield holding-shape and eye patch are carried through to the new identity however, the overall face of the Raider is simplified, becoming angular and menacing.

PRIMARY LOGO

Oakland Raiders

TYPEFACES

Aa Aa

Tungsten - Semi Bold

Gotham - MediumOakland Raiders

The typeface chosen to represent the Oakland Raiders is Tungsten. This face was chosen

for its bold masculinity and because it stacks well. Additionally, Tungsten is a perfect

match with the football franchise because it is highly readable without compromising

the design of other elements.

COLOR PALETTE

The color palette for the Oakland Raiders remains consistent with its historical legacy of

sharpness and power. The use of black with bold metallics demonstrates the swagger of

the Raiders while adding to their overall visual strength.

APPLICATIONS

Street banners throughout Oakland promote the idea that the Raiders are an integral

part of the city, and convey the core values of loyalty and brotherhood that are

associated with the team and its fans. These banners also direct viewers to the Raider

website where they can learn more about the team.

OAKLAND CITY BANNERS

WEBSITEThe rebranding of the Raiders continues on their official website, where visitors can

learn more about the ideals of the Raiders, join the Raider Nation, purchase

merchandise and more. Silver and black fans ordering tickets through the website

will have access to cross-promotional package deals with Raider corporate partners

and the opportunity to attain exclusive stadium seating.

GAME DAY BANNERSStreet banners outside the stadium in Oakland at home games mark Raider territory

and playfully taunt the opposition of that day, which fires up fans and adds to a

spirited game day experience for all.

STADIUM BANNERSLarge banners at the entrance gates of the Oakland stadium as well as banners inside

the stadium are welcoming to fans of both the Raiders and the opposing team of the day.

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UNIFORMSThe identity components of the brand are further carried out by the team as they battle

opponents on the field. Uniforms worn by the Raiders incorporate metallic textures to

create a dynamic presence on the field. The alternate attire embraces the color gold,

referencing uniforms from their hall of fame past.

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HOME

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AWAY ALTERNATE

FIELD OF PLAYThe field design is masculine and edgy, continuing to support the brand

identity and create excitement and movement on field during the game.

SEASON TICKET PACKAGEAs a special perk for Raider season ticket holders, the season ticket

package comes in a sleek, reusable metal tin. The package includes

a leather-bound schedule for the current season, a Raider flag, and

perforated tickets for the ten games of the season. Since avid fans

would like to frame the tickets and display them with pride, the ten

tickets together form the metallic image of the Raider logo.