Being a lifelong Denver Broncos fan and having an affinity for uniform design, I’ve always wanted to implement my vision for what I believe could be improved with the Denver Broncos branding and identity. In the late 1990s, the Broncos changed their uniforms and brandmark to what they currently use today. At the time of that branding update, their identity looked fresh and modern, but have since started to look dated and stagnant. While many fans have been calling for a design change, the organization has been reluctant to do so mainly due to the fact that they won their first two championships wearing their current uniforms. From their perspective, the current uniforms are symbolic of a winning culture. This was the biggest challenge I faced while approaching this redesign. I had to strike a balance of integrating what has been familiar and identifiable to the organization and fanbase, while also creating a brand that would be modern and relatable to future generations. The reimagining of their identity pays homage to their storied past, while also integrating a vision for their future. Utilizing clean lines throughout their brandmark achieves a polished, minimal aesthetic that is both classic and modern.