Approaching this project I wanted to keep simplicity at the forefront of the rebrand. Simple colors (2), simple logos, and simple uniform combinations. The Jets have a historic simplicity over the years and that must continue for this refresh to be successful. The new set of logos are simple at the core, but vast in application.

For the logo, I went through many iterations, but came to the expressive typographic solution of “Jets” for the helmet logo. Using the word “Jets” is not new or original, but I wanted to bring it up a level and incorporate flight with the logotype. The logotype I use is Seravek, and I use it to scale from the NYJ initials to New York Jets and it works seamlessly. One of the alternate logos is used as the jersey patch in the shape of a football with custom 2-stripe NY initials. A script Jets logo also made it into the set for alternate applications. There is nostalgia with script logotypes and I wanted to add one as an additional mark for the logo set.