2. WASHINGTON REDSKINS
RE-BRANDING EXPLORATION
Developed by David Placek, Marc Hershon,
Rakesh Satyal, and Alan Clark
June 6, 2013

3. PURPOSE

4. PURPOSE
Proprietary and Confidential © 2013
4
SUGGEST ALTERNATIVES TO REPLACE
“REDSKINS” AS THE WASHINGTON D.C.
NFL FRANCHISE NAME

5. LANDSCAPE
& ANALYSIS

6. AFC
NFL TEAM NAMES
NFC
Proprietary and Confidential © 2013
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• Baltimore Ravens
• Buffalo Bills
• Cincinnati Bengals
• Cleveland Browns
• Denver Broncos
• Houston Texans
• Indianapolis Colts
• Jacksonville Jaguars
• Kansas City Chiefs
• Miami Dolphins
• New England Patriots
• New York Jets
• Oakland Raiders
• Pittsburgh Steelers
• San Diego Chargers
• Tennessee Titans
• Arizona Cardinals
• Atlanta Falcons
• Carolina Panthers
• Chicago Bears
• Dallas Cowboys
• Detroit Lions
• Green Bay Packers
• Minnesota Vikings
• New Orleans Saints
• New York Giants
• Philadelphia Eagles
• San Francisco 49ers
• Seattle Seahawks
• St. Louis Rams
• Tampa Bay Buccaneers
• Washington Redskins
LANDSCAPE & ANALYSIS

7. OF THE 32 TEAM NAMES:
• 16 are Animals (6 birds, 4 cats, 3 horses, bear, dolphin, ram)
• 11 are ”Humanistic” (Texans, Patriots, 49ers, Redskins, etc.)
• 4 are Mythological (Browns, Titans, Saints, Giants)
• 1 is a Vehicle (Jets)
Proprietary and Confidential © 2013
7LANDSCAPE & ANALYSIS

8. SEVEN TEAM NAMES ARE ALLITERATIVE:
• Buffalo Bills
• Jacksonville Jaguars
• Kansas City Chiefs
• San Francisco 49ers
• Seattle Seahawks
• Tampa Bay Buccaneers
• Tennessee Titans
Proprietary and Confidential © 2013
8LANDSCAPE & ANALYSIS

9. A=0
B=6
C=5
D=1
E=1
F=2
G=1
H=0
I=0
J=1
K=0
L=1
M=0
N=0
O=0
P=3
Q=0
R=4
S=3
T=2
U=0
V=1
W=0
X, Y, Z=0
Proprietary and Confidential © 2013
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INITIAL LETTER BREAKDOWN:
LANDSCAPE & ANALYSIS

10. LANDSCAPE & ANALYSIS 10
Proprietary and Confidential © 2013

11. LANDSCAPE & ANALYSIS 11
Proprietary and Confidential © 2013

12. LANDSCAPE & ANALYSIS 12
Proprietary and Confidential © 2013

13. INSIGHTS

14. INSIGHTS
Proprietary and Confidential © 2013
14
THERE IS AN OPPORTUNITY FOR THE
FRANCHISE TO STEP AWAY FROM THE
HEAVILY “ANIMALISTIC/HUMANISTIC”
STYLE OF NAMES.

15. INSIGHTS
Proprietary and Confidential © 2013
15
THE RIGHT NAME MAY ALLOW THE TEAM TO
MAINTAIN GOODWILL WITH THE CURRENT
LOYAL FANBASE WHO ARE NOT IN FAVOR OF
A NAME CHANGE.

16. INSIGHTS
Proprietary and Confidential © 2013
16
TRADITION IS IMPORTANT, BUT SO IS INNOVATION.
THE TEAM HAS BEEN KNOWN AS THE REDSKINS
SINCE 1932. A NEW NAME CAN REPRESENT A
DECISIVE WAY TO LEAVE CONTROVERSY BEHIND
AND STEP INTO THE FUTURE.

17. THREE
RECOMMENDED
NAMES

18. Rocs
18
Proprietary and Confidential © 2013
• Fierce gigantic mythological bird
• Makes for a memorable image
• The only animal amongst the 5 mythological types
• Initial R maintains connection to Redskins heritage
• Allows for rallying phrasing: “Washington DC Rocks!”
SOLUTIONS

19. Metros
19
Proprietary and Confidential © 2013
• Washington DC underground trains – powerful image
• No NFL team name starts with an M
• Shares classification with only one other team: Jets
• Sounds modern, sleek, and powerful
SOLUTIONS

20. Leopards
20
Proprietary and Confidential © 2013
• Powerful member of the cat family
• Mindshare with existing Bengals, Jaguars, Lions, & Panthers
• Leopards adapt to habitats, run incredibly fast, and are notorious for
their stealth – all enviable traits for a football team
• Keeps the new name in the “expected” range for pro football franchises
SOLUTIONS

21. LANDSCAPE & ANALYSIS
Rocs
Metros
Leopards
21
Proprietary and Confidential © 2013

22. LANDSCAPE & ANALYSIS
Rocs
Metros
Leopards
22
Proprietary and Confidential © 2013

23. LANDSCAPE & ANALYSIS
Rocs
Metros
Leopards
23
Proprietary and Confidential © 2013

24. ONE MORE
SOLUTION TO BE
CONSIDERED

25. Skins
25
Proprietary and Confidential © 2013
• Widely recognized current team nickname
• Possible high acceptance among diehard fans
• Maintains connection to Redskins heritage
• Moves team into unique classification beyond
Animalistic and Humanistic
• While this is a direct link to the past, it may not offer the
positive associations that the other candidates offer
SOLUTIONS