Falcons unveil their secondary logo: ATL

The Falcons recently unveiled their new secondary logo. (D. Orlando Ledbetter/dledbetter@ajc.com)

The Falcons recently unveiled their new secondary logo. (D. Orlando Ledbetter/dledbetter@ajc.com)

FLOWERY BRANCH — The Falcons unveiled a new “ATL” logo recently.

“We established out own secondary logo in conjunction with the league,” said Jim Smith, the team’s chief marketing officer. “What we wanted to do was find something that was uniquely Atlanta. So when we started looking around, everybody in this country knows that the three letters A T L stand for Atlanta. So we wanted to find a way to capitalize on that.”

The Falcons sent their design to the league office and it was approved.

Fans can purchase the apparel exclusively at training camp or on the website: Falcons365.com

84 comments Add your comment

Paddy

July 31st, 2010
11:52 am

I LIKE IT111

falcon fan

July 31st, 2010
11:58 am

JuiceJones

July 31st, 2010
12:00 pm

I’m on the fence…Maybe just the “A” alone would have better…

Eric Dye in Brazil

July 31st, 2010
12:12 pm

I really did like their logo change from the original, i really like the ATL but I am not so sure about the Falcon part meshed with the A…do other teams have secondary logos?

Ben Hill, Been Real

July 31st, 2010
12:12 pm

I agree; just the A would of been great

Billy

July 31st, 2010
12:17 pm

Trainwreck

July 31st, 2010
12:27 pm

willie humper

July 31st, 2010
12:34 pm

You could have a picture of Fido’s a## for a logo, if your teams is a winner people will buy your products.

Jeff

July 31st, 2010
12:39 pm

Not blown away by it, but don’t dislike it. It’s alright.

Asheville Dawg

July 31st, 2010
12:50 pm

Maybe next they could come up with a third logo!

South ga boy in the atl

July 31st, 2010
12:55 pm

Now why didn’t I think of that. Oh yea, I’m not in marketing. Good job ATL falcons marketig dept. Now take 3 attaboys, 2 pats on the back, and a small raise outta ol’ A. Blank’s wallet. Go Falcons

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waynester

July 31st, 2010
1:22 pm

Juice Jones
I like your idea of having just the “A”, but ATL is much more immediately identified with the City by the modern audience. Anything that increases team revenue is helpful as the franchise continues to improve in many areas, including marketing….

PaulieOldSchool

July 31st, 2010
1:24 pm

I like the design alot. The trouble with just an “A” is that it has stood for the Braves, been co-opted by the Crimson Tide, and could really be anything. This stands apart from all that. Plus, the Birds’ logo being attached makes it special. I’ll be adding this to the collection.

chuckw/deadjournalist

July 31st, 2010
1:30 pm

the hawks did that last year – with the ATL alternate jersey. i do like this as it is unique and a good fit for the modern audience.

Bob in SF

July 31st, 2010
1:34 pm

I think it would have been better as just the “A” too but maybe just as an alternate so people have a choice from both.

Dr. Warren

July 31st, 2010
1:44 pm

Okay for a t-shirt or cap, but let’s hope it doesn’t end up on the helmets.

scottbravesfan

July 31st, 2010
1:46 pm

They couldn’t do just an A. The Braves have that logo trade marked and then you have a stupid team like Alabama that rips it off by putting that stupid loop crap on the end. The Falcons would have to do something like that and would look stupid like Alabama’s hat. This looks good actually and I want to see it in person before I make my final decision but so far I like it a lot.

Dr. Warren

July 31st, 2010
1:47 pm

By the way, it’s not even listed at the online address given here.

rms

July 31st, 2010
1:48 pm

Gwinnett Fred

July 31st, 2010
1:57 pm

I think a mention to Phoenix is in order. I love the ATL designation for the city, but it all started with the Phoenix Suns and their alternate PHX jersey they came up with a couple years ago.

That said, I like taking advantage of something not many cities have the ability to do.

Misses Mike Kenn

July 31st, 2010
1:59 pm

I like it. I will have to cop it soon.

rufio

July 31st, 2010
2:02 pm

this looks like it would be for sale in walmart

keeping it Real

July 31st, 2010
2:03 pm

The Brother has been say this for years they listen ATL!!!!

[...] This post was mentioned on Twitter by Skyler Doak Davis, Donovan Moore. Donovan Moore said: News to me – Atlanta Falcons unveil new secondary logo ("ATL") – http://bit.ly/aJ2Dop #atlantafalcons #nfl #logo [...]

Fat Fred Jones

July 31st, 2010
2:24 pm

I like it and will get two of the shirts when the price is right. I refuse to pay $25 for a t-shirt.

Maniac

July 31st, 2010
2:28 pm

Looks like @ss!

Falster

July 31st, 2010
2:33 pm

“Juice Jones
I like your idea of having just the “A”, but ATL is much more immediately identified with the City by the modern audience. Anything that increases team revenue is helpful as the franchise continues to improve in many areas, including marketing….I like the design alot. The trouble with just an “A” is that it has stood for the Braves, been co-opted by the Crimson Tide, and could really be anything. This stands apart from all that. Plus, the Birds’ logo being attached makes it special. I’ll be adding this to the collection.”

“Both of these quotes got it right! These people explained exactly why we all need to rally ’round the team & the NEW logo. We need to SUPPORT our team in a VERY BIG way!!! GO FALCONS!!!

Paddy

July 31st, 2010
2:37 pm

rufio….the Falcons sure hope like hell it gets sold in Wal-Mart. Thats when the money hits the mulitplier. Cha-ching!!!!! Think they will sell a ton.

ToccoaBird

July 31st, 2010
2:42 pm

Logos don’t make a team players and coaches do. I don’t care if they just have a bird logo as long as they win the Super Bowl. D-Led any fights in practice?

Sly Ty

July 31st, 2010
2:44 pm

I like it, it is very Hip Hop Looking. Everyone in this country knows that when you say or see the letters ATL, you are referring to the greatest city in the South. The leading falcon wing is hot!!!

gcs

July 31st, 2010
2:57 pm

So tired of “ATL”. The nickname, not the city.

.

BIG JIM

July 31st, 2010
3:03 pm

OFF!

THE!

CHAIN!

Andre

July 31st, 2010
3:04 pm

I know some people are tired of “ATL” but I see it like NYC or L.A., something easy and quick to say. Sadly, the hip hop community did popularize the nickname much fast, I am a hip hop fan, but I can understand why those that don’t like hip hop would be upset. But they stated that they got it from Atlanta’s call signs at the airport. So there isn’t really too much to be upset or tired about. Get on board with the cities nickname. Just something to enjoy like America’s world class cities.

i stayed in a holiday inn express last night

July 31st, 2010
3:05 pm

that is cool………G A N G S T A A T L A N T A

Chucktown38

July 31st, 2010
3:17 pm

Nothing is better than old school.

hiramsaint

July 31st, 2010
3:30 pm

A lways T he L oser A T L

garcia

July 31st, 2010
3:38 pm

I like the ATL idea, but the logo looks like a high school kid designed it. If you are going to bother with a secondary logo, you should put time, effort and money into it.

Do you really have to incorporate the primary logo into this one? The Thrashers’ secondary logo looks better than this garbage.

SWAT Native

July 31st, 2010
3:41 pm

They’re biting the Hawks (I have a Hawks hat that looks just like the one on the right), but I love it. They’ll sell a bunch of stuff with that logo. I can’t wait to get a golf shirt with that logo.

Matt

July 31st, 2010
3:49 pm

I like it. The whole “only do the A/can’t do it because of the Braves” discussion is amusing. Shows that there are a lot of new Falcons fans (which is good.) those who have been around will recall the team did almost the exact same thing with the Falcon wing as one leg of the A (and no TL), somewhat italicizes, only 11 or 12 years ago. I hated when they got away from that with the new typeface and logo. I like tying in the new wordmark font with this version of the letters though. Well done.

Red Naked

July 31st, 2010
3:57 pm

Too ghetto for my taste. I’m sure all the gang-bangers and thugs will like it though.

tw3a

July 31st, 2010
4:31 pm

ATLol

July 31st, 2010
4:44 pm

Vcool. Good excuse for suburbanites to sport urban

The Ghost of Norm Van Brocklin

July 31st, 2010
4:45 pm

How about a gold chain and some matching teeth?

Delbert D.

July 31st, 2010
5:28 pm

I don’t care much for that one. Maybe for the ladies.

Delbert D.

July 31st, 2010
5:30 pm

Do the Saints have on that says “NO”?

hiramsaint

July 31st, 2010
5:53 pm

hiramsaint

July 31st, 2010
5:54 pm

it would look more realistic if the wing was bandaged

Greg from Marietta

July 31st, 2010
7:12 pm

It looks like something that a Marketing Team would design and NOT a Falcon’s Football Fan. It would have looked so much better had they not used the big fat hollowed out block letters. Maybe it will grow on me after a while but my first impression is that it is kind of UGLY! I can’t tell a lie, to be more honest I think it really sux.

Thomas

July 31st, 2010
7:22 pm

blegh…. I like our colors and uniforms although I wish the helmet was red. The logo is just okay. This however is crap!