Operation no more bucking Broncos: Creating brand consistency
Problem
The Denver Broncos’ brand was being applied inconsistently across internal and external touchpoints. Issues included backward logos, degraded marks, overuse of branded fonts, and inconsistent styling, undermining the professional look of one of the NFL’s most recognizable teams.
Solution
I worked with a team of designers to create the Denver Broncos’ first-ever brand guidelines to bring clarity and cohesion to all creative executions.
– Collaborated with internal teams including copywriters, graphic designers, and motion designers
– Created flexible systems that balanced consistency with creative freedom
Results
– Delivered the team’s first official brand guidelines
– Reduced logo misuse and font inconsistencies (not as many bucking Broncos!)
– Established a unified brand presence across all platforms
My role
– Brand governance
– Responsible for defining logo usage, color palette, brand extensions and typography
– System building and documentation
– One-sheeter creation
Goals
– Eliminate brand inconsistencies across internal and external creative
– Provide clear, easy-to-follow guidance for all teams
– Reinforce a strong, unified brand identity for the Denver Broncos
