The Los Angeles Rams have unveiled a refined brand and uniform refresh as the franchise continues its identity reset ahead of the next chapter in Los Angeles. The update builds on the look introduced six years ago, with cleaner details, bolder visual elements, and a stronger connection to the team’s history and city.
The announcement arrives as the Rams enter their second decade back in Los Angeles and prepare for a period of major visibility around SoFi Stadium. The team said the refresh is meant to modernize its image while keeping the core brand intact, with two new alternate uniforms still set to arrive this summer.
A cleaner visual identity
The most visible changes start with the logo system, where the LA monogram has been simplified by removing gradient coloring in favor of a solid finish. The Ram head logo has also been sharpened to look tougher and more aggressive, while the horn mark now features a more defined point.
Kathryn Kai-ling Frederick, the team’s Chief Marketing Officer, said the refresh is designed to sharpen what already defines the franchise. “It’s a modern refinement—elevating our identity with clarity and purpose while carrying our history forward,” Frederick said, adding that the update matches the team’s “toughness, precision and competitiveness.”
The Rams said fan and partner feedback played a role in shaping the new presentation. The brand change also comes as Los Angeles prepares to host a major run of global sporting events, increasing the team’s focus on a polished visual identity.
What changes in the uniforms
The refreshed uniform system keeps the Rams’ official colors, Royal and Sol, unchanged. The Bone uniform has been removed from the rotation, while the Royal and White primary uniforms remain the foundation alongside the Midnight Rivalry look introduced last season.
The team also added a white primary pant to give more game-day combinations. In addition, the chest tag, gradient numbers, and pant stripes have been removed, creating a cleaner appearance across the set.
- The LA monogram now uses a solid finish instead of a gradient.
- The Ram head logo appears bolder, with a sharper horn.
- The Bone uniform has been retired from the rotation.
- A white primary pant has been added for more combinations.
- The full modern horn sleeve now appears on both primary jerseys.
The helmet treatment remains unchanged, but new 3D bumper logos have been added. The neck tag now features the Sol monogram on a Royal backing draped over the collar, giving the uniform a more localized touch.
New uniforms still to come
The Rams said two new alternate uniforms will be unveiled this summer, expanding a closet that is meant to blend tradition and modern design. Those additions will continue the team’s effort to make the brand feel fresh without losing the visual cues that long-time fans recognize.
The updated uniforms are already available at RamsFanShop.com and at the team’s Zillow Draft House retail pop-up at Hollywood Park in Inglewood through April 25. They will also be sold at The Equipment Room on Level 4 at SoFi Stadium starting April 26.
Brand rollout across Los Angeles
The refresh will not stay limited to uniforms and logos, as the Rams plan a wider rollout through murals and community activations across Los Angeles. The team said it will work with artists on projects that place the new look into neighborhoods and public spaces tied to the fan base.
Planned activations include a brand takeover at Marathon Burger in West Hollywood, a temporary 3D horn installation near Venice Skate Park, youth-focused murals at Figueroa Street Elementary in South Los Angeles and Discovery Cube in the San Fernando Valley, and an updated scoreboard and field art at the Boys and Girls Club at Nickerson Gardens in Watts.
The creative campaign was developed with TBWA\Chiat\Day Los Angeles and was built to reflect the cultural diversity of the city. The agency said the film supporting the launch was shaped by real Los Angeles communities rather than a nostalgic or generic version of the city, with casting, location, and storytelling all tied to that approach.
The Rams are using the refresh as both a marketing move and a brand statement, with the team aiming to project a sharper identity as it heads into a new era in Los Angeles.
Read more at: www.therams.com
