Sports logos aren’t just a pretty face anymore. Sports logos are big business.

Logos are the colorful symbols used by teams to establish an identity and marketing presence with fans. In an instant they must project the team’s entire image and evoke fan appeal.

Successful logo design invariably results in increased sales of licensed merchandise and can ultimately boost ticket sales. For example, according to USA Today, between 1991 and 1994 the National Hockey League licensed merchandise sales increased from $275 million to $1.0 billion, the NFL from $1.7 to $3.0 billion and the NBA from $1.0 to $2.5 billion. One American Hockey League team earned more from merchandise sales in 1994 than from gate receipts. It’s being called logo mania and pro, minor league as well as collegiate teams are sitting up to take note.

Just in time for opening day, John Fulgaro ranks National Football League logos.

Fulgaro is the author of John Fulgaro’s SPORTS LOGO GUIDE, the only reference book ever compiled which catalogues and depicts sports logo usage for teams and leagues, both existing and defunct. With more than 1400 logos depicted in SPORTS LOGO GUIDE’s current edition and as a self-professed “logologist”, Fulgaro is uniquely qualified to rank this season’s National Football League logos.

1. OAKLAND RAIDERS
   Imposing, tough, powerful, never cross swords with this logo, it’s timeless.
2. DETROIT LIONS
   King of the football jungle. You know you’ll have to fight to the end when you deal with this royal logo.
3. ST. LOUIS RAMS
   Rams horn design was ahead of it’s time - great design.
4. INDIANAPOLIS COLTS
   Simple and effective. They’re gonna kick your behind.
5. BUFFALO BILLS
   Charging blue buffalo exudes power. You don’t want to meet this logo head on.
6. CINCINNATI BENGALS
   Tiger striped helmet. Easily recognizable. Different, refreshing.
7. ATLANTA FALCONS
   With a stealth look this Falcon is proud and dignified, with great courage and fight. It never drops its prey.
8. MIAMI DOLPHINS
   Fast and fun, this team’s coming at you frolicking its way to victory.
9. CAROLINA PANTHERS
   Logo with a mean disposition. You disturb this logo and you’re in for the fight of your life.
10. GREEN BAY PACKERS
    Gee.. a G, I know it’s a G, but, it’s a GREAT G, so much tradition, so simple, so effective. So GOOD.
11. SAN DIEGO CHARGERS
    White helmet yellow lightning bolt from 1969 to 1973 REALLY set off the lightning bolt and the helmet looked excellent. This version is OK, but it would be better on the white helmet.
12. TAMPA BAY BUCCANEERS
    New logo, new attitude. Great job, Bucs. This beats the old logo Bucco Bruce hands down.
13. KANSAS CITY CHIEFS
    Arrowhead turns out to be a sharp logo.
14. TENNESSEE(HOUSTON) OILERS
    Strong, tall and sturdy. It will require a lot of strength to move this team’s logo out of the way.
15. DENVER BRONCOS
    This new logo is fired up and ready to stampede over its opponents’ logos.
16. MINNESOTA VIKINGS
    Days of yore - the horned helmet of the Vikings indicates that these Norsemen will take no prisoners
17. ARIZONA CARDINALS
    Forget for a minute that there’s probably not one cardinal in Arizona. The bird’s still cute.
18. DALLAS COWBOYS
    The lone star is OK, but America’s team doesn’t have America’s favorite logo.
19. CHICAGO BEARS
    What’s with the Chicago teams (Cubs, Bears, White Sox)? Why can’t their logos be more like the Bulls?
20. PHILADELPHIA EAGLES
    Come on Philadelphia let’s go crazy. Years ago the green wings on a white helmet version was great. This is just average.
21. JACKSONVILLE JAGUARS
    Snarling Jaguar. Looks too much like a cartoon character to take too seriously.
22. PITTSBURGH STEELERS
    Steelmark, a symbol of the Iron and Steel Institute. A solid logo.
23. SAN FRANCISCO 49ERS
    SF for Surely a Fair logo. Inspires an overwhelming yawn.
24. SEATTLE SEAHAWKS
    Ho Hum - the Seahawks could do great things with their logo and colors but they remain ... BORING.
25. NEW ORLEANS SAINTS
    This is a fleur-de-lis, literally, “flower of the Lilly”. It’s hard to rally around a football logo that’s a flower.
26. NEW ENGLAND PATRIOTS
    The Patriot in the 3 point stance was great. Then New England introduced this guy. Why?
27. WASHINGTON REDSKINS
    Washington, isn’t it time for a change? How about featuring a Senator, or the Capital? How about anything but this logo?
28. BALTIMORE RAVENS
    Whenever I see this logo I think of the Brink’s Security Company and I have an urge to check my saving account. No one’s raven about this logo.
29. NEW YORK GIANTS
    You’d have to try very hard to come up with something with as little imagination as this. Gosh if every team just wrote their nickname on their helmet wouldn’t that be neat (yuck).
30. NEW YORK JETS
    The Jets and Giants should get together They probably both enjoy warm milk.

E-mail your comments to John Fulgaro at Fulgaro.ix.netcom.com. Or “snailmail” the to Fulgaro in care of The Sports Fanatic, 231 Market Pl., #193, San Ramon, CA 94583. Copies of John Fulgaro’s SPORTS LOGO GUIDE, Second Edition are available for $32.95 plus $3.00 shipping and handling each. Checks should be made payable to The Sports Fanatic.