The Cleveland Browns are the only NFL team to never put a logo on their football helmet. There is one small exception to this. In 1965 they donned a brown “CB” for a single pre-season game against Green Bay. It never appeared again.

For awhile now the franchise had been building hype and anticipation for a new logo. They had posted a video with an outline of a helmet asking “what will ours say”? In forcing you to answer this question, a reasonable answer is at least “something”. But you would be wrong. Yesterday the new logo was revealed. Just like the past 40 plus years, the primary logo does not say anything. CBS Sports writer Jared Dubin summed it up well: “Orange helmet replaces orange helmet in new Cleveland Browns logo”. And that is about it. The orange is turned into a brighter orange and the once white face mask is now brown.

The secondary logo did get a notable update with a well-executed, super-clean “dawg pound” logo with a more cartoony feel. However, this will only be utilized in the stadium and on merchandise. Overall, not much change to speak of.

You could defend the decision to keep the ultra-traditional look if the browns marketing strategy had not suggested otherwise. They had to know they were over-selling the update here.