The Denver Broncos Brand: Fifteen Years Later

This is a fantastic article about how the current Denver Broncos logo and uniform were developed. Check it out the conceptual sketches and ideas that almost made it onto the field.

5 months ago Jezru 42 comments 2 recs |

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Interesting article...

And I really like some of the concepts that didn’t make the cut…

by Tezcatlipoca on Jan 12, 2012 8:15 PM MST reply actions

but i prefer our old one. i agree the new one is more fierce. and its important to update the look every now and then. i especially like the old colors. that bright blue is waay nicer then the navy. so often a team will change looks for the worse. and while i prefer the old “D” the ghost horse logo does look great, and does infact still look NEW! =)

by veggiezaffer on Jan 12, 2012 8:21 PM MST reply actions

i agree on the blue v navy

by trumanj on Jan 12, 2012 9:12 PM MST up reply actions

thanks for sharing

Really enjoyed it

Management needs to earn my faith, the past has taught me too much.

by BRASO on Jan 12, 2012 8:21 PM MST reply actions

A great, unique post. Thanks. Those uniforms were just what the doctor ordered back then.

My favorite image is the horse inside the circle reading “The Denver Broncos Football Club.”

Returning to orange seems like a great idea.

by oorange blood on Jan 12, 2012 8:22 PM MST reply actions

By the way, that was Bowlen's heyday. He had a great grasp of what to do those days.

God bless him.

by oorange blood on Jan 12, 2012 8:23 PM MST up reply actions

YES!

God Bless Mr. Bowlen! He is so underrated as an owner!

Brad James

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With Coach Zorro on our side, we will slice opponents to ribbons. Tim Tebow gives me hope and I already have faith and charity in my heart! I see a propitious future rife with Lombardis for our Broncos!

by the new Bradfather on Jan 12, 2012 11:34 PM MST up reply actions

Great stuff. Love the one we chose!

He attacked everything in life with a mix of extraordinary genius and naive incompetence, and it was often difficult to tell which was which.
Douglas Adams

by Whidbey Bronco on Jan 12, 2012 8:30 PM MST reply actions

awesome post

some of those concepts looks pretty cool. im pretty confident we are gonna have some nice jersey upgrades

"Have you ever heard of the emancipation proclamation?"
- "I don't listen to hip-hop"

by BroncoJoe311 on Jan 12, 2012 8:30 PM MST reply actions

Cool article, I had no idea nike designed our "new" logo.

I especially like the last paragraph comparing Tebow and Elway and how they both embody the spirit of the ghost horse! Whoa, chicken skin! :)

by Mile High ThundaDownUnda on Jan 12, 2012 8:31 PM MST reply actions 1 recs

Hey mate...

Where are you watching the game this week???

by Downunder Thunder on Jan 12, 2012 10:36 PM MST up reply actions

Hey DT,

I was planning on watching at my house here in Warriewood (northern beaches). I have foxtel. Do you have big plans for the game?

by Mile High ThundaDownUnda on Jan 12, 2012 11:25 PM MST up reply actions

i once saw a hybrid logo

i tried to find it to show you. it was basically the current horse head, coming out of a D. old colors. waaay cool. sorry i couldnt find it tho!

by veggiezaffer on Jan 12, 2012 8:34 PM MST reply actions

that was pretty cool.

by CenCalBronco on Jan 12, 2012 8:35 PM MST via mobile reply actions

The early editions look a bit like the Mortal Kombat logo. FINISH HIM!!!!

Respect is not given it is earned dog gonit...and they don't respect us...nobody respects us... you know what you got to do in that situation? TAKE IT!!!!!
Follow @MHR_Troy

by Troy Hufford on Jan 12, 2012 8:36 PM MST reply actions

I thought the same thing Troy.

by CenCalBronco on Jan 12, 2012 11:48 PM MST via mobile up reply actions

So our logo is a Bad A$$ Ghost Horse!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

For some reason that boosts my confidence in this team that I now know this information.

by Tony Astorino on Jan 12, 2012 8:45 PM MST reply actions

Me too

A ghost horse is pretty cool. I wouldnt want to go up against a ghost horse with a spirit so great it can never be taimed.

by Jeeeeens on Jan 13, 2012 12:26 AM MST up reply actions

Will the logo change this year with the new uniform design?

Win, lose or draw, we are the Denver Broncos! 13-3 Baby!!! Until we ain't!

Follow @bfree2bronc

by bfree2bronc on Jan 12, 2012 9:43 PM MST reply actions

No.

Next year’s jerseys are just our current alternate jerseys.

I believe.

by Lost Winter on Jan 12, 2012 10:48 PM MST up reply actions

Ghost Horse?

Hell yeah, that’s what I’m talking about.

by Hobnail_Boot on Jan 12, 2012 9:43 PM MST reply actions

The Ghost Horse

He doesnt give a shit. He takes what it wants.

/Honey badger

I believe.

by Lost Winter on Jan 12, 2012 10:45 PM MST up reply actions 1 recs

Awesome read!

I’ve always wanted to see the conceptual ideas for our logo. As a Graphic designer and hardcore Bronco fan, this got my blood pumpin! :)

Proud Hoosier, Proud Bronco Fan

by OldBloodnGuts on Jan 12, 2012 11:42 PM MST reply actions

Maybe they could alternate the ghost horse a little

by making the it more transparrent, or paint it in a way, that it can only be seen on the helmets at certain angles. Like a true ghost horse! (because we all know that is how the real ghost horse of the plains opperate :-)

by Jeeeeens on Jan 13, 2012 12:30 AM MST reply actions

That would make the greatest alternate helmet ever...

I don’t think I’d want it for an every day helmet, but as an alternate to pair with the blue jerseys? Yes, please.

by Tezcatlipoca on Jan 13, 2012 6:35 AM MST up reply actions

Did you see Oregon's chrome helmets?

With the O on the helmet a slightly lighter chrome? That kind of thing would be cool.

Im sure next year when Nike takes over, they will design Pro-Combat uniforms as alternates for every team. They could do some really cool stuff. Dark blue chrome helmets with a lighter blue chrome ghost horse… yeahhhhh

"..who knows what can happen… the ball is oblong and bounces wierd."
They say the cool is all over me..

by Teboner on Jan 13, 2012 8:06 AM MST up reply actions

yippie eye aye yippie eye oh

Ghost Broncos in the Sky!

Brad James

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by the new Bradfather on Jan 13, 2012 8:57 AM MST up reply actions

Picture this...

With the ProCombat style uniforms, have the Broncos alternate be all gray. Helmet, jersey, and pants. The numbers will be outlined in orange but the fill color white. Instead of “Broncos” being above the chest number, it will say “Mile High Magic.” The helmet will be like the Oregon metallic duck feather helmet with a couple changes. The base will be a matte gray and on the right side will be a massive Broncos head logo in metallic paint. Also, the eye of the hirse will be metallic orange. This will be the Ghost horse. Instead of names on the back of the jerseys, there will be Broncos spelled out in orange. The pants will be gray, with a single orange horse show on the back of the right thigh. (we will have to make something that can’t be confused with Indy). The socks will be gray with a single orange thin stripe. The under armor under the jersey will be orange.

I believe.

by Lost Winter on Jan 13, 2012 9:56 AM MST up reply actions 1 recs

I love the idea behind The Ghost Horse

Sounds like a Scooby Doo episode! Of course, when Scooby caught the Ghost Horse it turned out to be Al Davis trying to frighten away the people of Denver. He’d have gotten away with it to if it wasn’t for those pesky kids…

Great read Jezru!

by atwater-crunch! on Jan 13, 2012 1:03 AM MST reply actions

the pesky kids

saved the NFL and small children from seeing the Cryptkeeper during the cartoons which air after school so it’s all good!

Brad James

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by the new Bradfather on Jan 13, 2012 8:51 AM MST up reply actions

you had me

at scoody doo. original series, please.

by oxmouth on Jan 13, 2012 8:51 AM MST up reply actions

I like the horse logo for MHR Radio

The one holding the broncos flag with the killer biceps and steel gloves . It even has a tatoo on its arm . That should have been our logo . Or our next one .

by broncosfaninphilly on Jan 13, 2012 6:18 AM MST via mobile reply actions

Win, lose or draw, we are the Denver Broncos! 13-3 Baby!!! Until we ain't!

Follow @bfree2bronc

by bfree2bronc on Jan 13, 2012 9:37 AM MST up reply actions

Or this one?

Win, lose or draw, we are the Denver Broncos! 13-3 Baby!!! Until we ain't!

Follow @bfree2bronc

by bfree2bronc on Jan 13, 2012 9:41 AM MST up reply actions

Or perhaps this one?

Win, lose or draw, we are the Denver Broncos! 13-3 Baby!!! Until we ain't!

Follow @bfree2bronc

by bfree2bronc on Jan 13, 2012 9:42 AM MST up reply actions

Thats the one .

Thanks bfree2bronc .

by broncosfaninphilly on Jan 13, 2012 9:54 AM MST via mobile up reply actions

used to be my avi before everyone else copied it

such is life ill stick with jake!

Davis and Smith to the Hall!

"Teamwork divides the task and double the success."
- Unknown

by Jon Tollerud on Jan 13, 2012 5:22 PM MST up reply actions

Can someone , Jezru ,bena , kirk ,

Insert that picture into this post so that the people that never seen it can . Thank you .

by broncosfaninphilly on Jan 13, 2012 8:02 AM MST via mobile reply actions

Great find, Jezru.

I love logo and uni stuff. Interesting read, too. I’m still a bigger fan of the old “D” with the horse trapped inside, but I lose on that one, I guess.

by oxmouth on Jan 13, 2012 8:51 AM MST reply actions

I like that one too Ox!

Brad James

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by the new Bradfather on Jan 13, 2012 8:51 AM MST up reply actions

Hah--

i bet we’ll never see an article on how that logo was created. it’d be short, like, “well, we used a D for Denver and then put a horse in it. Someone said to make it meaner so we added some nose smoke. Um.. so yeah, that’s about it…”

by oxmouth on Jan 13, 2012 9:25 AM MST up reply actions