The Atlanta Falcons, an NFL franchise founded in 1966, have used only two primary logos in their history. The current falcon mark, introduced on March 19, 2003, was the first change to the team’s logo since the franchise was founded, and it remains in use today.[1][2]
Design and History
The original Falcons logo, used from 1966 through 2002, was a black falcon crest with a red outline. The falcon’s head and talon extended from its body to form the letter “F,” a hidden letterform detail that fans came to cherish.[3][4]
The 2003 redesign was developed in conjunction with NFL Properties after a lengthy research process that included focus groups and polls with fans, as well as input from Falcons players, coaches and staff.[5] The new mark was based on the original design but was more stylized and tilted at a more predatory angle.[6] The redesign added dark red and silver accents while preserving the hidden “F” heritage of the original.[3][4]
At the unveiling, Falcons owner Arthur Blank described the new logo as depicting “a more powerful, aggressive Falcon, one of fast movement,” adding that it was “representative of the evolution and direction of our team.”[5] Blank also described the result as “a superhero look” that was “sleeker” and reflected the team on both offense and defense.[1]
The logo was designed by graphic designer Mark Verlander, whose studio, Verlander Design, also worked on other NFL identities. Verlander said he felt “a tremendous sense of responsibility to respect the iconic history of” the original logo.[3] Verlander’s design process began with research at the San Francisco Zoo, where he spent weeks sketching the resident peregrine falcon, whose black, white and gray plumage informed the new color approach.[4]
The logo has remained unchanged since 2003, even as the team introduced new uniforms in 2020 and again in 2026. The 2020 uniform refresh kept the same falcon logo, though it was enlarged by 30 percent on the helmet, which also received a matte black finish and chrome silver facemask.[7] The 2026 uniform launch likewise retained the current logo on black helmets.[8]
Meaning and Symbolism
The falcon symbol was chosen to represent the franchise at its founding in 1966. The original mark cleverly incorporated the letter “F” into the falcon’s silhouette, with the head and talon forming the letterform.[3] When the logo was redesigned in 2003, preserving this hidden “F” was a priority, as it was a detail beloved by fans across generations.[4]
The 2003 redesign introduced a new color palette of black, red and silver, replacing the previous colors. Verlander’s research on the peregrine falcon’s natural black, white and gray plumage provided the foundation for this high-contrast approach.[4]
Typography and Design
Verlander Design’s project deliverables for the 2003 rebrand included a custom wordmark and typography system developed alongside the logo redesign.[4] The team’s official brand guidelines specify that when the logotype is used in color applications, the word “ATLANTA” should appear at 30 percent black and “FALCONS” at 100 percent black.[9]
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