Personal branding has become a way of life for star athletes in the NFL.
With an improved logo for the 2021 season, Kansas City Chiefs QB Patrick Mahomes looks to have struck gold for his Adidas partnership. The new iconography, which has several symbolic elements woven together into one, will be used on every nature of Adidas products from duffel bags to sneakers.
While some parts of the logos are the same, including references to his initials and name suffix, the new version has a sleeker design and more subtle motifs. A more minimalistic style, the improved design is based on a gladiator helmet. From his reveal video announcement on Twitter, Mahomes alluded to the helmet being symbolic of a “winning mindset.” Meanwhile, the outside lines that form the “M” are an allusion to his signature flex celebrations on-field. The middle line on the logo, which serves as the stem of the “P” and the detail for the helmet, is angled at the top to symbolize his suffix at the 2 o’clock position, 2PM, or Patrick Mahomes II.
From a 50,000-foot view, some of the motifs in the logo might be hard to pick out, but the intent and structure of the elements at play are clear when pointed out. It’s worth noting, Mahomes’ No. 15 is not part of either the new or old logo designs.
Despite some disdain for the new look on social media, Mahomes seems confident in his new branding tool. It is unclear if the logo will become a part of the larger identity of the 15 and Mahomies foundation, or find a niche somewhere in the Chiefs’ zeitgeist at Arrowhead Stadium. It is clear that this new design is here to stay in collaboration with Adidas and will soon become synonymous with the star quarterback.
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