LONDON GUARDS

The NFL is coming to London England  

The London Guards are bringing the future of American Football to one of the most passionate sports cities in the world. The NFL has undergone remarkable growth in recent years, evolving from an American pastime into a global sporting phenomenon. With expanding audiences, strategic international initiatives, and relentless commitment to innovation, the league's journey reflects a dynamic trajectory of success and widespread popularity.

As the NFL’s fanbase continues to grow internationally, the decision to establish a team in London is grounded in the success that American football has achieved there, evident from the multiple sold out regular-season games the city has hosted in recent years. With a foundation laid by the success of previous games, the London Guards are destined to become a powerhouse in the NFL and further cement London's position as a key hub for the sport on a global stage. The team's name and branding is inspired by the city's coat of arms, which features dragons – a fitting mark to symbolize strength, protection, and a deep connection to London's heritage. This choice pays homage to the city's iconic symbolism while embodying the resilience and defensive prowess associated with American football, creating a powerful and resonant mark for the team.

 Project

Team identity design, look and decor

Directed By

Scott Laserow