Maybe these have been around for a while and I just missed them, but in any case, I love these updated NFL logos by designer Wes Kull. They’re lovely, of course, but what I like best about them is that they’re true to each team’s identity. It’s not a wholesale re-imagining that ignores the history and iconography previously associated with any of them — it’s just a take on that iconography that’s a lot prettier, in most cases, while still looking appropriately classic, tough, traditional, football-y, etc.

One thing the NFL does that has always impressed me is known how to market to very distinct types of people. Are you a dude who wears vintage (or vintage-inspired) clothes and bums around all day in plaid shirts and plastic glasses? (Er, yeah…) They’ve got you covered. Wear Ed Hardy and love downing Smirnoff Ice? There’s room for you, too. Whatever your personal style, you can show your love for your favorite team and stay consistent with it!

I’d buy the shit out of some Bears memorabilia with Kull’s logo on it — and I’m a Bears fan, so my team’s branding is already pretty strong. Imagine being a Carolina Panthers fan, and being able to replace this absurdly dated Reality Bites-style bit of brand identity with something sharp?