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Dallas Cowboys - Alternate Rebrand Concept

Dallas Cowboys - Alternate Rebrand Concept
A full exploratory rebrand concept for one of football’s most iconic franchises. This alternate direction introduces a bold, modernized cowboy mascot built around sharper geometry, a reimagined Lone Star symbol, and a refreshed wordmark built for strong visibility across broadcast, digital, merchandise, and on-field applications.

The goal of this exploration was to create a system that feels unmistakably “Dallas” while offering a fresh point of view—one that honors the team’s long history, keeps the star equity intact, and introduces new visual energy through updated forms, layered textures, and a 90s/00s-inspired pattern system.

This concept includes:
• Primary + secondary logo lockups
• Custom Lone Star iconography
• Wordmark variations
• A modernized cowboy mascot
• Uniform redesigns (home alt + away alt)
• Broadcast + scoreboard applications
• Full field mockups and end zone treatments
• Pattern + visual identity extensions

This is a personal passion project intended for portfolio purposes only. Not affiliated with the Dallas Cowboys or the NFL.

A bold alternate Dallas Cowboys identity introduced through a cinematic hero mark - establishing scale, confidence, and a modernized presence before expanding into the full system

A bold alternate Dallas Cowboys identity introduced through a cinematic hero mark - establishing scale, confidence, and a modernized presence before expanding into the full system

Alternate Dallas Cowboys crest featuring a modernized cowboy mascot and reimagined Lone Star icon. Paired with an updated helmet concept

Alternate Dallas Cowboys crest featuring a modernized cowboy mascot and reimagined Lone Star icon. Paired with an updated helmet concept

Breakdown of the primary mark, updated Lone Star, and the new Dallas wordmark. Includes color palette + throwback pattern inspiration

Breakdown of the primary mark, updated Lone Star, and the new Dallas wordmark. Includes color palette + throwback pattern inspiration

Primary + secondary mascot marks, Lone Star icons, and wordmark versions designed for broadcast, merch, and digital flexibility

Primary + secondary mascot marks, Lone Star icons, and wordmark versions designed for broadcast, merch, and digital flexibility

Expanded identity system featuring a repeating pattern and a clean broadcast scorebug icon

Expanded identity system featuring a repeating pattern and a clean broadcast scorebug icon

Cowboys home alternate uniform concept with updated striping, refined typography, and the alternate star system

Cowboys home alternate uniform concept with updated striping, refined typography, and the alternate star system

White away alternate uniform featuring navy accents, updated sleeve details, and custom helmet + glove treatments

White away alternate uniform featuring navy accents, updated sleeve details, and custom helmet + glove treatments

The identity applied to a complete field environment, showcasing how the mark, typography, and layout translate from brand assets to real-world, game-day execution

The identity applied to a complete field environment, showcasing how the mark, typography, and layout translate from brand assets to real-world, game-day execution

The finalized logo balances modern geometry with legacy cues, designed for maximum impact across digital, broadcast, and large-format applications while remaining instantly recognizable

The finalized logo balances modern geometry with legacy cues, designed for maximum impact across digital, broadcast, and large-format applications while remaining instantly recognizable

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