A sports logo expert has designs on D.C.'s teams
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The Commanders could change their primary logo as soon as next season. Photo: Scott Taetsch/Getty Images
Asked which D.C. franchise he'd most like to redesign, Todd Radom didn't hesitate: "Wizards! What a challenge!"
- Radom isn't some amateur posting mockups to social media; he's a veteran designer who helped create the Nationals' original look.
- And he's got thoughts on how Washington's teams could improve their logos, uniforms and overall brands.
Why it matters: "Sports fans are the ultimate brand loyalists," Radom told Axios. "We tattoo our logos on our bodies."
- But designing a logo isn't simply about making a handsome image. It needs to work on everything from a giant video board to a tiny social media avatar — and still play when embroidered on a cap.
Driving the news: The Commanders are considering another logo change.
- Washington's NFL franchise might make its spear-and-W logo its primary mark in 2027, according to reporting this month by Zach Cohen, subsequently confirmed by other outlets.
- "I like the spear," owner Josh Harris told reporters while donning a hat with it.
Meanwhile: The Wizards — to the delight of their fans — are eyeing a uniform refresh for the 2027-28 season, Monumental executives told The Athletic's Josh Robbins.
- A new logo could follow.
- The rebrand would go beyond new uniforms and jerseys, the execs said.
The big picture: D.C.'s sports identity leans patriotic: red, white and blue.
- Radom points to Pittsburgh, where the Steelers, Penguins and Pirates share black and gold — the city's official colors — and have a united sports culture.
- Washington's embrace of its U.S. capital status seems, at times, more forced.
The exception: The Commanders, whose burgundy and gold should remain untouched, Radom says.
- He's less enthusiastic about their logos. He finds the W "generic" and questions whether the spear fits the Commanders' name.
- "When you're creating brand confusion, you're not really doing a good job," he said.
Yes, but: Winning can make even an ordinary logo iconic.
- Radom points to the Green Bay Packers' G, which isn't inspiring on its own. Its association with championships, however, makes it instantly recognizable.
As for the Wizards: Radom believes their red, white and blue look, carried over from the Bullets, has run its course.
- "There's equity attached to it, but it's not great equity," he said.
- Radom's advice? "Start from scratch." Sort of like the roster!
- He wouldn't change the name, though.
The intrigue: Winning could alter how fans perceive the Wizards' look. And with the team trying to turn a corner on the court, this could be the right time to establish a new identity.
Around town: Radom has thoughts on Washington's other franchises, too.
- Capitals: Their jerseys look stuck in the mid-2000s, but their overall identity works — thanks in part to Alex Ovechkin's longevity and the accompanying victories.
- Nationals: Radom designed their original identity in just two weeks in 2004. He thinks today's look mostly works, though the Curly W on their caps clashes with their jerseys' blocky font.
The bottom line: Radom likes nostalgia but worries teams have become too dependent on it, stifling innovation.
- He compared retro branding to "a big heaping bowl of mashed potatoes."
- "It's not necessarily good for us, but it's going to taste good."