The Washington Redskins, now known as the Washington Commanders, were at a pivotal moment when considering a name change. This decision presented an opportunity to not only address the controversial nickname but also to revitalize the team’s image, which had been marred by years of underperformance and off-field issues. For a team with such a long and complex history, the rebranding process, especially concerning the Washington Redskins Uniform, was a significant undertaking. To understand the nuances of this rebranding, including the uniform evolution, it’s helpful to consider insights from experts like Paul Lukas of Uni Watch, who specializes in sports branding.
The Burgundy and Gold Debate
The Washington Redskins uniform is historically recognized for its distinctive burgundy and gold color scheme. Despite some viewing it as dated or garish, Lukas has consistently defended this color combination. He sees it as unique within the NFL and aesthetically pleasing. This perspective highlights an initial point of contention: should the team retain its classic colors as a nod to its heritage, even as the name changed, or should a complete overhaul be considered?
Lessons from Rebranding: Continuity vs. Complete Change
Looking at other team rebrands, such as the Washington Bullets becoming the Wizards or the Tampa Bay Devil Rays evolving into the Rays, offers valuable lessons. The Devil Rays example is particularly interesting as they initially shifted color schemes before changing their name. This illustrates the dilemma: maintaining color continuity could appease long-time fans and provide a sense of connection to the past. However, it might also be perceived as a half-measure, failing to fully embrace the fresh start a name change is intended to represent. For the Washington Redskins uniform, this meant deciding if the familiar burgundy and gold would serve as a bridge to the past or hinder a complete break from the problematic Redskins era.
The Weight of History and Public Perception
The Washington Redskins’ situation was further complicated by the team’s history regarding race and the controversial ownership. This context intensified the pressure to get the rebranding right. Unlike teams with a reservoir of goodwill, the Redskins, under Dan Snyder’s ownership, faced public skepticism. This meant any rebranding effort, including the design of the Washington Redskins uniform, would be scrutinized more closely. The team had less room for error and needed to demonstrate genuine change, not just a superficial alteration.
Uniforms: The Easiest Part of a Rebrand?
Interestingly, from a logistical standpoint, Lukas suggested that the uniforms themselves might be the simplest aspect of the rebranding process. He pointed out that minimal design elements, like the “Redskins” lettering and helmet decal, could be easily removed or replaced. This practical perspective underscores that while the visual identity is crucial, the symbolic weight and fan reception are far more complex. The team could have opted for a transitional approach, perhaps removing the name and logo but retaining the core Washington Redskins uniform colors and striping for a season before a full reveal.
Navigating Name Suggestions and Imagery
When considering a new name, the crucial guideline was to avoid any Native American imagery or connotations. Suggestions like “RedSpears” were deemed unsuitable because they continued to perpetuate cultural misappropriation. Lukas emphasized that even seemingly innocuous Native American symbols, like feathers, are inappropriate for sports team branding due to their sacred nature. This principle extended to the Washington Redskins uniform design as well; any new identity needed to be completely divorced from previous Native American-themed elements.
Old School vs. New School Design Philosophy
Lukas categorized sports teams’ design approaches as “Coke teams” (old-school, classic) and “Pepsi teams” (new-school, trend-driven). The Redskins had historically been a “Coke team.” The rebranding offered a chance to reimagine their design philosophy entirely. Should they maintain a classic aesthetic for the new Washington Redskins uniform, or embrace a modern, “Pepsi team” approach with bolder fonts and potentially more radical uniform designs? This decision would significantly influence how the rebranded team would be perceived.
Reconnecting with the Fan Base
The name change was a chance for the team to reconnect with a fan base that had become increasingly alienated. For decades, the Washington Redskins were central to the city’s identity and conversation. However, under Snyder’s ownership, the team’s performance and controversies had diminished their popularity. Reintroducing themselves meant more than just a new name; it required a comprehensive shift, reflected in every aspect of the team’s identity, including a potentially updated Washington Redskins uniform.
Avoiding DC Clichés
While considering new colors, the idea of adopting the red, white, and blue of other DC teams was suggested. However, Lukas cautioned against this, deeming it cliché and unoriginal. He highlighted the broader issue of DC being stereotyped in popular culture, often reduced to simplistic imagery of monuments. This perspective warned against choosing a new team name or Washington Redskins uniform design that leaned into predictable Washington, D.C. tropes. Even a name like “Washington Monuments” was seen as problematic, especially given contemporary discussions around monuments and their symbolism.
Military Salutes and Sensitivity
Coach Ron Rivera’s suggestion that the new name should salute the military was also discussed. While intended to be honorable, this idea was questioned due to the complex and often fraught history between Native Americans and the U.S. military. This example further underscored the need for sensitivity and careful consideration in every aspect of the rebranding, including how the new team identity and Washington Redskins uniform might be interpreted by different communities. Ultimately, the transition from the Washington Redskins to the Washington Commanders, including the evolution of their uniform, represented a complex balancing act between honoring the team’s history, addressing past missteps, and forging a new, inclusive identity for the future.
Image alt text: Headshot of Andrew Beaujon, Senior Editor at Washingtonian, in front of a blurred background.
