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(Brand guidelines) // Sports leagues and events

NFL brand
guidelines

NFL’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from nfl.com.

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About NFL

NFL is the professional football league and a year-round destination for games, highlights, news, analysis, and fan experiences. Its creative work pairs the energy of live football with clear, information-rich storytelling across league content and digital products such as NFL+.

Use the NFL shield as the primary league identity. Keep its shield silhouette and letterforms intact, and choose a version that reads clearly at the intended size. The standalone shield mark is suitable where space is limited; use the full logo asset when a more prominent league signature is needed.

NFL colors

  • NFL Blue

    Shield and league identity

    HEX
    RGB

  • NFL Red

    Shield lettering

    HEX
    RGB

  • White

    Shield details and contrast

    HEX
    RGB

  • Black

    Text and monochrome contrast

    HEX
    RGB

NFL fonts

  • All Pro Display C

    Display headings · 700

  • All-Pro Sans

    Body text · 400

  • All-Pro Stats

    Statistics · 500

Font names only. The Brand Skill download doesn’t include font files.

NFL’s voice

Write for fans who want to know what happened, what is happening, and why it matters. Keep information direct and specific; use football terminology, game context, player names, matchup details, and statistics when they help the reader. Editorial headlines can be punchy and conversational, while service and product explanations should stay clear about what the fan gets.

Editorial headlines often frame a game or player story with a sharp question, a vivid verb, or a clear stake. Keep the promise grounded in the story; use playful sports language selectively rather than making every line sound like a highlight call.

  • “Get More Football with NFL+ Premium”
  • “Get breaking news and highlights and subscribe to NFL+ to watch live local and primetime games on mobile and more - all in the NFL App.”

Dos and don’ts

Do

  • Lead with clear football context: identify the game, player, moment, or fan benefit.
  • Use the NFL shield as the league signature and keep it intact.
  • Use the signature palette for league identity work and keep interface colors in their website role.
  • Pair energetic headlines with accurate, useful details.
  • Use the type hierarchy to distinguish display headlines, body copy, and statistics.

Don’t

  • Don’t substitute team or partner identities for the NFL’s own mark.
  • Don’t let campaign artwork replace the NFL’s core identity.
  • Don’t make product claims vague; explain the relevant content or viewing benefit clearly.
  • Don’t turn every line into a hype headline; keep informational copy straightforward.

NFL imagery

68 images from nfl.com, in 5 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Editorial Imagery

26 images

NFL editorial imagery centers on the sport: players, coaches, teams in action, and game-day moments. Use photography and video stills to make the story tangible, with the matchup or subject evident at a glance. Let editorial headlines and image subjects work together rather than repeating the same information in both.

  • A triumphant Chicago Bears player in a white away jersey with orange and navy accents lets out a roar of victory, clenching an orange-gloved fist.
  • A close-up action photo captures Las Vegas Raiders player number 89, Bowers, making a high one-handed catch against a New York Jets defender in a crowded…
  • A high-action wide shot captures a Minnesota Vikings player in a purple jersey lunging forward to catch a football against a Detroit Lions player in white.
  • A high-action sports graphic features a Minnesota Vikings receiver in a purple jersey diving to secure a catch while being pursued by a Detroit Lions…
  • A split-screen sports graphic features the Chicago Bears roaring bear logo on a vibrant orange left side and the Seattle Seahawks profile logo on a deep navy…
  • A wide-angle sports graphic captures three football players in bright orange jerseys and navy helmets celebrating on a field in front of a packed stadium.
  • An action-packed sports graphic features an NFL player in a light blue and white jersey with number 20 sprinting through multiple defenders in orange and…
  • A high-action wide shot shows a Kansas City Chiefs quarterback in a white jersey and red pants being tackled by Denver Broncos defenders in orange.
  • A blurry, low-resolution screen capture shows a football player in a white jersey with red numbers standing among teammates in red uniforms on a field.
  • A medium close-up of a man in a blazer and purple shirt, heavily blurred to the point of being illegible, suggesting a video conference or news interview style.
  • A low-resolution, heavily blurred video screenshot features a person wearing a vibrant yellow jersey and a white baseball cap.
  • A split-screen screenshot of a virtual interview featuring two men in professional attire.
  • A highly blurred graphic depicts a four-way video conference layout set against a vibrant blue background with scattered orange accents.
  • A highly blurred horizontal graphic features a golden trophy cup set against a vibrant orange and red gradient background.
  • A heavily blurred digital graphic features a horizontal UI element divided into three color-blocked sections: dark blue at the top, light teal in the middle,…
  • A close-up action photograph of an American football player wearing a vibrant orange jersey and a dark navy helmet.
  • A side-profile action photo captures a Chicago Bears player in a white jersey and navy helmet with arms raised high in a touchdown signal.
  • A close-up action photo captures a Seattle Seahawks player running across the field while tightly gripping a football.
  • A medium shot of an Arizona Cardinals quarterback with shoulder-length hair and a goatee, holding a football with both hands against his red jersey.
  • A digital graphic for 'NFL NEWS ROUNDUP' is centered over a stylized white stadium viewed from a top-down perspective.
  • A medium close-up profile shot of a man wearing a blue Indianapolis Colts hoodie and a black baseball cap, looking stoically toward the field.
  • A close-up photograph of a focused Black male coach on a football sideline, standing with arms crossed in a black windbreaker featuring the Buccaneers logo.
  • A gritty, close-up photo of a bearded NFL player in a white Detroit Lions jersey with his game face on, featuring heavy black eye paint smeared down his cheeks.
  • A dynamic action photo of a Baltimore Ravens quarterback in a white away jersey with a purple number 8, captured mid-throw during a sunny outdoor game.
  • Brand image
  • A close-up action photograph captures a football player in a burgundy and gold uniform pumping his fist in celebration.

Digital Interface

13 images

NFL.com presents a light, information-dense experience. Use clear section hierarchy and compact content groupings so fans can move between scores, schedules, news, analysis, and video. Give game information strong scanability: pair teams, score, and status; use short labels and clear actions.

Cards support browsable editorial and video trays. Keep an image, concise title, and relevant category or duration visibly connected; use repeated card structures for related items.

For NFL+ product pages, lead with the viewing benefit, explain the offer in plain language, and make subscription terms visible alongside the call to action. Product features can be organized into replay, live programming, device availability, plan comparison, and FAQs.

  • A powerful action photo of a Chicago Bears player wearing jersey number 99, mid-shout with his head tilted back and fists clenched in celebration.
  • In this high-action football photograph, a Buffalo Bills player wearing a white jersey with the number '4' dives forward while clutching a Wilson football.
  • A stark white, solid graphic of the NFL+ logo.
  • A bold white graphic of the "NFL+" logo features heavy, blocky slab-serif lettering for the 'NFL' text.
  • A high-contrast black and white QR code features the "NFL+" logo at its center.
  • A bold white NFL+ PREMIUM logo is centered against a dark backdrop.
  • A bold white logo featuring stylized 'NFL+' text in a blocky, slab-serif font with a four-pointed star serving as the plus sign.
  • A wide-angle, low-ground-level photograph of Empower Field at Mile High during a professional football game at dusk.
  • A high-action wide shot captures a New York Giants player in a blue jersey diving toward an orange pylon with the football held in both hands.
  • A low-angle, wide-action photograph captures a group of Pittsburgh Steelers players huddled on the field under stadium lights.
  • The official NFL shield logo stands next to the word 'PRO' in a bold, italicized white sans-serif font.
  • The official NFL shield logo in blue, white, and red sits to the left of the words "GAME REPLAYS" in a bold, italicized white sans-serif font.
  • The official NFL Network brand logo features the iconic red, white, and blue NFL shield on the far left.

League Promotions

9 images

League promotions connect football moments to fan experiences. Use strong football imagery and a clear, short message, then make the next step easy to understand. Treat each campaign’s artwork as campaign-specific rather than as a replacement for the NFL shield or core palette.

  • The NFL shield logo sits atop a bold, italicized white "IQ" graphic, centered on a deep blue and purple gradient background.
  • A black NFL Crucial Catch hoodie featuring a multi-colored 'TITANS' logo and a matching Philadelphia Eagles baseball cap are showcased against a solid purple…
  • A Philadelphia Eagles baseball cap sits on a black gym bench against a background of blurred weights.
  • A digital graphic showcases Seattle Seahawks Super Bowl LX Champions merchandise, featuring two black t-shirts and a cream-colored snapback hat against a…
  • A black Green Bay Packers hoodie and a Philadelphia Eagles long-sleeve tee are showcased against a dark background, featuring camo-patterned team logos and…
  • A digital promotional graphic for NFL tickets features a large NFL shield logo and bold text reading "TICKETS ON SALE NOW" in white and blue.
  • A vibrant blue digital graphic features bold white sans-serif text proclaiming "FLAG IS GOING PRO!" across the top.
  • A high-contrast black and white photograph features a man with his face obscured by the shadow of a dark baseball cap with a stylized white 'NY' logo and a…
  • An expansive wide shot shows a packed stadium during an NFL London Games event, featuring a massive crowd mosaic that transitions from Denver Broncos orange…

Inspire Change

8 images

Inspire Change is the NFL’s social justice initiative. Its work focuses on reducing barriers to opportunity, particularly in underserved communities, and highlights league-wide participation and community impact. For work specifically about this initiative, follow its campaign identity and focus rather than treating campaign graphics as the default NFL identity.

  • A man wearing headphones and a dark hoodie is seen from behind against a bright cyan background featuring an infographic about social justice work.
  • Informational graphic on a black background headlined "INSPIRE CHANGE ENGAGEMENT AT THE NATIONAL AND LOCAL LEVELS INCLUDES:" in bright blue.
  • A dark blue line art icon of two hands shaking is centered on a vibrant light blue background.
  • A minimalist dark blue icon of a coin with a dollar sign falling into a slot sits centered on a vibrant red background.
  • A stylized vector map of the United States on a dark navy blue background, featuring subtle chevron patterns in the corners.
  • A wide graphic banner featuring the NFL shield and the text "INSPIRE CHANGE" in bold white capital letters against a deep navy blue background.
  • A wide, navy blue horizontal banner features the bold white text "INSPIRE CHANGE IMPACT" in a sans-serif typeface.
  • A horizontal dark blue banner features the bold, white text "INSPIRE CHANGE GRANT PARTNERS" in a clean, all-caps sans-serif font.

Player Health and Safety

12 images

Player health and safety is a distinct NFL information area. Use a measured, credible visual tone for this subject: retain the league’s clear editorial structure and use imagery that supports education, player care, equipment, and safety information.

  • Two men sit in director's chairs facing each other for an interview on the green turf of a vast indoor football practice facility.
  • A close-up action photo capturing a football player in a black and teal Carolina Panthers jersey running with the ball clutched to his chest.
  • A dynamic collage of various American football helmets in different colors and brands is scattered across a plain white background.
  • Two men sit in director's chairs facing each other for an interview inside a vast indoor football practice facility.
  • A close-up webcam capture shows a middle-aged man with short brown hair, identified as "Dr.
  • An intense, low-angle action photo captures the line of scrimmage in an NFL game between the Los Angeles Rams and the San Francisco 49ers.
  • A sharp horizontal action photograph captures Seattle Seahawks offensive linemen in their white away uniforms and navy blue helmets, crouched at the line of…
  • A stylized action sequence shows a football quarterback in a blue and white jersey with silver helmet at the center of a stadium field.
  • A close-up action photo capturing the intense line of scrimmage during an American football game.
  • A medium-wide action shot shows several Philadelphia Eagles football players in a tight huddle on the field, seen from behind.
  • A dynamic action photograph from a football game shows an Philadelphia Eagles quarterback wearing jersey number 1 sprinting through a gap, clutching the ball.
  • A horizontal graphic features the NFL shield logo alongside the stacked text 'PLAYER HEALTH & SAFETY' in a bold, white sans-serif font.

Download NFL’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow NFL’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 68 images and the logos. The font files belong to NFL Properties LLC, so they’re left out.

Download the Brand SkillZIP, 6.8 MB

nfl-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ editorial-imagery.md

│ ├ voice.md

│ ├ digital-interface.md

│ ├ league-promotions.md

│ ├ colors.md

│ ├ typography.md

│ ├ logo.md

│ ├ dos-and-donts.md

│ ├ inspire-change.md

│ └ player-health-and-safety.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from nfl.com on 3 Nov 2026. It isn’t NFL’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

NFL and its logos are trademarks of NFL Properties LLC. Rainbrand isn’t affiliated with or endorsed by NFL Properties LLC.

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