OKLAHOMA CITY — After over 10 years sporting their original Uncle Sam-inspired uniforms, the Arrogant Americans today unveiled a logo and uniform set that 'Mericans owner Justin C. Cliburn hopes will get the two-time champion franchise through the next 10 years.
"The 'Mericans actually pre-date the OIL and came into existence as two wars were starting and America's place in the world was up for debate," Cliburn said. "The 'Uncle Sam flipping the bird' logo worked for that era as a tongue-in-cheek manifestation of the times. But, over a decade later, the logo has lost its punch. Four OIL Bowl appearances and two championships later, the franchise can afford to be more subtle in its bravado."
The new logo, Cliburn noted, encompasses the spirit of a patriotism-inspired mascot in a much more subtle fashion — "in other words, we've dropped the 'in-your-face' image of Uncle Sam raising his middle finger," Cliburn said.
The makeover includes dropping Uncle Sam entirely, replacing him with a stylized 'A' wearing an Uncle Sam hat. That precipitated a uniform rebranding as the Uncle Sam logo had graced the helmet, jersey, and pants from the beginning, Cliburn said. The redesign includes a new tertiary logo that incorporates both an 'A' and an American flag-style star, which is used in the new wordmark:
The changes to the actual uniforms are more subtle, Cliburn said. "We've moved to the primary roundel logo on the pants hip, the secondary 'A' logo on the helmet and collar, and TV numbers on the sleeves," he said. "Further, we've moved from a very text-heavy "ARROGANT AMERICANS" on the front of the jersey to the shorter, cleaner "'MERICANS. The pants and jersey and helmet stripes remain the same, however."
The franchise explained that it wanted to update the logo and uniforms before winning their third championship jersey in December. The redesign was developed by Michael Taylor Design.