Inside Code and Theory's Rebranding Plans for the Washington Football Team

Centering inclusivity and fan input as the agency takes creative control of crafting the team's new identity


Code and Theory was just handed a rebranding assignment like no other, tasked with reimagining the identity and visual representation of one of the NFL’s oldest franchises as it moves away from a former team name widely regarded as one of the most racist in professional sports.

The Washington Football Team has selected the digital-focused Stagwell Partners agency to develop its new permanent brand identity following a review. Code and Theory was previously selected for the initial stage of the rebranding process, working with the team to introduce its interim Washington Football Team identity and developing the “No Name But Team” campaign.

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