Playing for Good: a heart of passion that smashes through the noise.

If you’ve read a few of the posts here you’ll already know that I’m big on games. I’m really interested in design particularly from the point-of-view of applying good design to the creation of games both virtual and analogue. While doing my undergrad degree I always looked for ways to apply a game perspective to any of the assignments. Whenever a project enabled us to explore a chosen topic, I took every possible opportunity to bend boundaries of the requirements towards games. 

In particular during my second and third year two research assignments gave me free reign on the research questions. Doing these assignments was really fascinating and I found myself exploring completely new areas. For example I now have a really healthy interest in economics, although almost zero understanding at this point. Anyway these two papers encapsulate my broader personal views on games, their potential beyond entertainment into daily activity, service and application design. In these papers I tried to put across the transformative power of games as succinctly as possible. Games and game mechanics, the way they are designed have the ability to make life enjoyable. Everyday activities or tasks don’t have to be boring and indeed research shows when things are made to be fun peoples’ motivation and well-being rise. Game mechanics and the associated theories can be implemented into almost anything. 

Below are the abstracts from the papers along with links to the PDFs. If you do read them I’d really appreciate any comments.

Playing by Heart: Play as an Ecological Design Perspective

In our current societal state, we find ourselves descending down an accelerating spiral that will end in the utter destruction of our climate leaving humans unable to live as we comfortably do now. But it is not a problem easily solved nor is one that can be completely reverses instantaneously. 

There are attempts to reverse the mistakes our industrialised mantra has set us on over the past hundred years but they are not nearly effective or coordinated enough to motivate the general populace to drastic change. We are too comfortable with our current state of living or feel powerless to do anything about our predicament.

Play can change this. How? It is in our nature. In this half opinion piece, half research paper, I investigate how play is an essential evolutionary practice in the survival of the human race that has enabled us to become who we are today as species. In recent times however, play has been seen as a worthless pastime only for children in the eyes of industrialised society.

It is this mentality that stagnates and stalls the progression of our species and is what will be our undoing. Only by using methods of play and gradually integrating them into our way of life will we be able to steer the course of our species back to a level of sustainability. Companies such as Valve, Google and Pixar already use play as an integral part of their philosophy to resounding success. 

Global communities are already forming over the internet to establish practices already more viable than our current industrialised society. Change as monumental as that of changing the way we go about our lives must be subtle, gradual and all encompassing and play provides the mentality that can establish such change. 


Designing New Institutional Dynamics: Applying Game Mechanics for Social Good.

With the advent of new technologies and the widespread connectivity that is now ubiquitous in the information age, our current societal institutions have failed to parallel the progress of technology. Following this, our current interactions lack incentive for a fair governance over commonly held resources as tendencies in the individual have the potential to unbalance the structure as a whole. 

With this research I argue that through the use of game mechanics, improved institutions can be implemented with the benefit of progressing society for the better and make daily life more enjoyable.

By looking at current trends in popular social games to examining what is possible with examples into the foray of augmented reality gaming, I will explain what it is that compels people to partake in these games. Examples from Jane McGonigal’s investigations and Volkswagen’s “The Fun Theory” advertising campaign will show what is possible in terms of augmented games and games that aim to change people’s behaviour for the better.

In an age of limitless information at our disposal, joining the prospect of influencing behaviours with game mechanics with the overall goal of societal prosperity becomes possible. With the help of Mihaly Csiksczentmihalyi’s insight into the dynamics of flow and Elinor Ostroms eight design principles for stable common pool resource management I can confirm that by using game mechanics, a system where peoples behaviour changes are accustomed to better societal practices can be created.


One of the assignments I worked on during the final year of my degree opened my eyes to User Experience Design. It wasn’t intentional and what I learnt wasn’t strictly the purpose of the assignment – I learnt far more. I’ve carried on with UX design (and more) over the last year though I can’t really make any of that public yet. Anyway I liked the result of this particular project so capturing the process and results in one place seems like a good idea. Not quite a project post-mortem per-se, more a reflection that this assignment’s experience was the time where I truly appreciated and understood the importance of good UX design, so I wanted to capture some of that.

Here’s the App “pitch” video developed over a couple of days that shows the app in action – at least what we wanted it to be – and shows in summary the results of the design work.

This was a team project (a team of three), however all the work presented here was my contribution to the effort. We were tasked with creating an App that could “help people for the better” in one of three categories – food, shelter or safety – and about forty hours each spread over five weeks. Not much time considering there were new methods and technologies to learn, figure out what to do, and design it. Added to that three other course related projects to work on as well.

Choosing the idea

We chose to focus on designing an App and Website to bring organic food to the tables of urban dwellers.

Organic food is a conscious life style option. Going organic is generally considered better for you, better for the environment, and better for taste. There are many factors that prevent local and organic from being the standard choice among city urbanite. The most significant is perceptions around cost. Judged entirely on price organic food is more expensive than it’s processed counterparts. Another problem is availability; it’s hard to find what you want or you just adjust your diet to suit. Likewise Farmers markets are infrequent, too far away or don’t line up with your schedule. Basically convenience and certainty are the main reason for shopping at supermarkets so any App would be competing mostly on convenience.

Sero Website Hifi Mockup

When you think about it, good organic food shouldn’t be hard to find – at least not in New Zealand. Many people have space to grow something of value that can be shared with their neighbourhood in some capacity. There’s just no convenient way to reliably coordinate supply and demand. To us this was a “help people for the better” problem that we felt could be solved with a little bit of mobile technology and simple design. If only everything was so easy.

A couple of organisations already exist in New Zealand trying to solve this problem: BuckyBox and Ooooby. BuckyBox helps farmers set-up and sell food directly. They manage all the administrative hassles associated with business management, sales and distribution via a Cloud based solution. Ooooby is a community of growers and consumers. It connects consumers and growers; a customer orders the food, the farmers prepare it and Ooooby makes sure the exchange and delivery takes place. BuckyBox and Ooooby focus on either end of the spectrum, grower focused or consumer focused respectively.

Since BuckyBox are Wellington based we arranged to meet with Sam Rye during our investigation phase. We also spent sometime going to the local farmers market and looking around the local whole-foods supermarket. We didn’t have time to do proper user research however, but Sam gave us a really good overview of the current problems with locally small-lot grown food distribution. While Sam wasn’t our target customer he’d had plenty of exposure to the problem space and helped to narrow the scope and pointed us into lines of enquiry that we could take. One of the main points of discussion was the idea of time and location.

In my hometown of Tauranga you would often see street-side honesty boxes and pop-up street trucks/vans selling all sorts of locally grown foods. There is a bit of a NZ tradition for country road-side honesty boxes too. The thing is you’re never sure what is available locally and many people don’t plan what they’ll be eating for dinner until the 5pm drive home. Could we help local neighbourhood growers advertise availability and locality in a way to make it easier for someone to plan a meal? It seemed like problem worth solving. In a sense could we provide a distributed yet connected community garden?

Initial UX

We had found our apparent market need. Realistically we’d done absolutely zero market research into the market potential but then this was a design paper not a market research paper. Now to define the specific design problem we were to solve.

Given our time budget the ambition for our little project was quite large so we narrowed the focus on selling just the vision, how it would work, and provide a rudimentary working prototype. I ended up working on the user experience; well what we thought of as User Experience. In reality we all saw user experience as being the App and Website’s visual design. I still get the sense this is what most people think User Experience design is. I’d had a little bit of exposure to Interaction Design earlier in the year working on a pervasive gaming concept for Start-Up weekend and earlier assignment work. As far as User Experience design was concerned however I’d never really practiced any, so I was interested in learning some principles and methods.

Ideally time performing some user research would have been nice. To go out talk with customers, question them, to observe in order to find out who the potential customers were, their needs, their lifestyle and their traits. Looking at their environment, routine, their meal planning. None of that was realistically possible so the process defaulted to a bit of genius design – guess work based on intuition. Imagination if you will.

I started by scribbling numerous lists and sketching out some concept/mind maps of the various potential users of the App.

The Farmer

I’d been reading material from Adaptive Path, Indy Young’s book mental models and was loosely familiar with the idea of Persona. Based on the thoughts developed doing the concept maps some small persona – semi-fictional atypical characterisations based on real people and their contextual life scenarios – were sketched out. Except in this case they were completely fictional, not based on any research. Regardless as a tool the creation of the Personas helped to focus the effort. Personas provide a way to consolidate understanding around arch-types of our customers and to keep them human. I suspect you can spend a good amount of time researching, developing and documenting persona but in this case the persona were just some fairly basic descriptions of the people.

Primary Persona

With the persona done I listed out the many different things each of these persona would want to achieve and broke them down into groups that were common. That lead to building a framework for the information architecture of the App.

Listing out a framework

Better UX

Next was working out what I thought would be an appropriate focus and direction for the User Interface. Working up a rough first draft of the interfaces for the App and Website in a lo-fi wireframe form. We iterated on the initial UI design several times. As a part of class process regular class sessions with our course coordinator and the rest of the class were held. During these sessions we would critique each others work and solicit feedback. This was a stable practice for all the design papers and itself a key design method for UX too. It was in these sessions I started see issues with the focus of the App.

Initial Lofi Wireframe

In what was a very literal, somewhat narrow interpretation of customers’ perspective, the App UI reflected customer modes. Customers were either a buyer or a seller. Our paper coordinator was confused by the separation. What appeared to be a natural translation to each need – the marketplace and the storefront – he insisted it wasn’t necessary and ultimately confusing. Secondly when my teammate was implementing the interface she found it hard to navigate; adding to criticisms that it was far too cluttered. At that point I honestly wasn’t sure how to rectify the design.

It was back to the drawing board, trying to identify missteps in the process. The personas were sound for the most part and provided sufficient detail for this project. I had gone through and identified features that seemed necessary but they were wrong. Discussing the problem I was pointed toward a talk “Application Interface Design.” by Garrett Dimon.

Dimon goes in to great detail about his design process where his primary tool for investigating the task flow of the App was understanding users’ constituent goals. This is actually the primary message of Young’s book Mental Models mentioned previously though that hadn’t sunk in and I hadn’t made the connection. By identifying how people processed their goals when shopping or selling food and aligning them I could find patterns. As a result I stepped back from wire-framing and started to look more at each persona’s goals and tasks.

To help in this task I concocted a rudimentary diagram which upon reflection is kind-of a cross between swim-lane task flow and a concept map. A little quirky but they served the purpose. An example of one is below. Keep in mind I had no need to produce polished design deliverables other than the finished UI and visuals. So these diagrams were tools to help me think about the problem space and not specifically for communication – to the team or otherwise.

Persona Goals

I started by identifying primary goals. Something the User was really trying to achieve. Trying to describe each goal as succinctly and clearly as possible helped to clearly understand each goal. The primary goal is placed in the centre of the diagram. Then I thought about what the result of achieving that goal would be, the outcome. I labelled that as output because at the time that is how I viewed it – the output of achieving one goal was typically another related sub-goal. Likewise there were sub-goals that needed to be achieved before-hand as inputs to the primary goal.

By identifying my two most important personas – Julia as the buyer and Dan as the seller. From these two persona’s I was able to break down their goals and workout what was important to them when it came to buying or selling food. Getting out and briefly questioning some people on how they chose to buy food also added insight to the goals and persona. Julia would now choose her food based on recipes she had made previously or liked the idea of making. Her food buying decisions were based on that goal. For Dan, his decisions would be based on preparing for a day of sale and updating his progress as the day went by.

I created these goal diagrams for the primary persona, refining as I went. I whittled down the goals progressively fine tuning them until I was happy I’d captured the essence. The take away from Dimon’s talk: the simpler the underlying structure of the application, the simpler it would be as you moved up through the levels of design.

Some of the taskflows

Proceeding on from identifying my primary personas’ main goals I then started working on taking these goals and fleshing out a very basic set of steps; a task-flow. Again these diagrams were for my own thought process so I did the basics. Just enough to help design the task-flow and to keep it simple. Each input to the primary goal was broken down into appropriate actions that would be taken in the App and aligned these inputs with other personas to see if it followed through for each.

Revised Lowfi Wireframes

The key insight obtained from working on the goals and and task-flow was that most of the goals amounted to maintain lists. The list metaphor and goals structured the User Interface. As a result a completely new interface was developed and from it you can clearly see the improvement. To help develop the new interface I mapped the task-flows using the Interactive Sketch Notion onto the Wireframes. This helped to refine the interface but the process of working on the abstract goal centred task-flow prior to this really simplified and speed-up the whole process.

Wireframe and taskflow

Once the UI was locked down I worked on the visual aspects of the design producing a high fidelity version of the App UI and long with all the assets required to build it. Part of creating the visual language for the App was tied directly to developing the Brand of the App – the name, the colour schemes, logo and typeface etc. While really important to the final appeal of the App and it’s User Experience fundamentally it was secondary to getting the purpose of the App and it’s core focus right first that really made the difference.

Since the structure was so simple and sound, I was able to use it again to design the desktop web interface. It meant it would function the same as the mobile version yet completely redo it’s visual layout and aesthetic to suit the expanded medium with great success. The low-fi wireframe is shown below and the final hi-fi visuals of the home page is shown near the top.

Some of the Website Wireframes

Finally we were required as part of our hand-in to produce a video of the App that is included at the top of this post. Overshooting the requirement by a long shot I decided to create an App pitch video, the type of video common today. Producing the video really made me think about how to communicate the motivation for the whole App and it’s User Experience. It was also a great way to help consolidate a design. If you can’t communicate to your audience what your design does and why, then it is properly not well designed. Once again actually doing that for Sero was fairly straight forward because I’d taken the step back to understand the underlining user motivations – even if they were almost entirely imagined.


I came away from this small project realising that UX design is the most important step to get right when designing something. It makes sure you focus on the people using your product. To make sure the final result is not just usable but enjoyable too. Tying into peoples goals is key. My main interest is in game design so I’d never really considered user experience in that context before. I was far more concerned about game mechanics and the visual aesthetic. What I learned doing this project was User Experience design is just as applicable to games and the principals and methods are also directly usable. Games make it very easy for us to identify our goals and reward us for accomplishing them. In a real life sense it means letting the user achieve what they set out to do without a hitch and enabling them to do it on their own. By focusing on the user, you can create an elegant framework that scales upwards through the design process making the experience seamless no matter where you take it. It doesn’t matter how good your product looks, if it doesn’t have a good foundation people will not want to use it; it’s universal. That’s why UX is powerful and learning it first hand has made me an advocate for great UX design across the board.

Get the full sized versions of the images and video used in this post.

A little over 3 weeks ago I released to the world NFL logos I had redesigned in my spare time over 5 months. Since then they’ve been retweeted, shared and blogged all over the web. The response from fans was overwhelmingly positive. Of course there were a few out there who didn’t like them at all but more often than not they liked all of them but their own team.

[tl;dr Here are the entire set of original NFL Logos redesigned Adobe Illustrator files, grab the entire compressed bundle. If you’re familiar with Git then grap them from Github. Make sure to attribute me and let me know what you do with them.]

Those people, from the responses I read had valid criticisms which will probably inspire me to go back and give some of them another go. Fellows in the design world also had some valid visual critiques that I had thought might arise. All in all they’re not perfect and I’m aware of that but with each attempt I make I can only get better.

Then there was the extreme; some people were flat out offended that I attempted to change their team’s beloved logos and that’s fine. I just wished more people realised that this project was not to say I think they should be changed, rather it was just a fun exercise for fun’s sake. But it’s to be expected and I always find such uproars comical.

I’ve also been contacted by wide range of people regarding work and I’d just like to point out here that yes I have received your email and I will respond to it in due time. I have quite a bit on my plate at the moment with my current job and I have to figure out how to manage it all; I’m pretty new to all of this so please forgive my slowness.

I have also been asked if I will do other sports leagues logos like the NHL or NBA and to that I have to answer no, I will not. That is not to say I’m not interested and I might at some point in the future but I do more than just logos. I make games, design user experiences and interfaces and even design research. If there’s anything I do that related to sports logos in the near future it will most likely be in the form of redesigned NFL uniforms to go with the logos I have already done.

By far one of the most common queries has been with regards to memorabilia (hats, t-shirts, tattoos etc.).Being that these are logos inspired by the NFL I’m hesitant to push for commercial gain with these logos but at the same time seeing what I’ve done on some shirts would be pretty cool. With that in mind I’m releasing the project files in various formats (SVG, PDF, PNG, AI) for people to edit and use for their own means.

Want a t-shirt with the Patriots logo I made? Download the logo and use it for one of the many custom t-shirt outlets I know there are online. One thing to mention though, all of these logos are under a Creative Commons License By Attribution, Non-commercial, Share Aaike. What this license allows you to do is freely use and modify any of the logos I have made anyway you’d like – fantasy logos, school teams, dorm emblems you name it – as long as its not for direct commercial use. All I ask in return is you attribute me (a link to my site for example) and share any modifications under the same terms.

You can download compressed bundles of team specific files that contain the based Adobe Illustrator file, PDF, SVG and PNG versions of the logos with and without the backgrounds.

AFC Teams Logo (Illustrator) Files

NFC Teams Logo (Illustrator) Files

If you want the entire set, grab the entire compressed bundle, or just the PDFs, SVGs, or PNGs. If you’re familiar with Git, the version control tool used by software developers, I’ve set up the entire set of logos on Github. In the future any modifications will be updated via Github and of course you can also send me git pull requests.

I’m a fan of the NFL and that is why I did these logos, so more than anything I’d love to see how other fans use or modify what I’ve done. That is why I’m releasing the original files. So if you do use these in anyway please let me know. Send me a photo of what you’ve done with it or if its digital send me a link to it. I may feature a few of my favourite renditions in a blog post in the future.

Other than that, go wild.

Osprey Dawn's NFL Redesigns 2013

This logo is one in a series of 32 NFL Logo redesigns. The NFL Redesigned gives background to the entire project and index to the entire series.

Over the course of the past 5 months I’ve personally learned a great deal: technique, work flow, design principles, visual cohesion, thematic imagery, process — the whole lot. As an amateur artist who never went to any proper art or graphic design school looking on many of the great graphic designers that have a strong presence online, I feel like I’ve made great strides in moving toward their skill level. 

At the beginning, I was doing it for me, but in the end what kept me going and got me excited to do each next iteration was for the fans. I may not make everyone happy but at least I’m content with my effort and I got a lot out of it. Somehow I feel this is something I’ll keep coming back to and editing and so forth so if you have any opinions on any of these logos do feel free to let me know. My perfectionism knows no bounds and its what strives all us designers to keep going and make better work.

To recap, here is the index of all 32 logos. Enjoy.

AFC Teams

NFC Teams

This whole exercise was born out of the will to self improve and for the love of the sport that is American Football. I hope you enjoyed viewing and reading up on these logos as much as I did making them.

The Kansas City Chiefs

This logo is one in a series of 32 NFL Logo redesigns. The NFL Redesigned gives background to the entire project and index to the entire series.

The Chiefs was another logo I did before and had a Native American chief as its centre focus. NFL and Chiefs fans were quick to point out that using the image of a chief has a high chance of being racially insensitive and rightly so (one of the older logos for the team is already quite hilariously racist). If I’m going to use any Native American imagery I want to use it right and since I don’t really have access or permission to go with that angle further I thought I’d steer clear.

What I chose to do moving forward was to follow the same lines of the current Chiefs logo, like the 49ers and Packers logo I had done before and also bring in a bit of what I explored in my initial attempt. The ‘K’ and ‘C’ glyphs take centre point and I designed the typeface with the intent of being able to slot in the arrow perfectly to make the ‘C’ look like a stretched bow. I also had to be careful not to make it look like a letter ‘E’ too. Overall, I think the logo does a good job of maintaining the current one while adding some extra modern flair.

Note: These are pieces of concept art only. These logos are not the official mark of any team in The National Football League.

The San Diego Chargers

This logo is one in a series of 32 NFL Logo redesigns. The NFL Redesigned gives background to the entire project and index to the entire series.

I kind of regret the first iteration I made of the Chargers logo. Everyone but the Chargers fans seemed to like it and after listening to what they had to say I felt I had done an inadequate job. What better time than now to fix that sentiment? The main issue with the previous logo I did was that it had no characteristics that resonate with Chargers fans. That’s the danger of using a modernist approach to sports logo design and a mistake I promised not to make this time around. 

The current Chargers logo (heh pun) was one I always found lacking despite the name. The lightning bolt itself doesn’t seem well executed and like most things, the more general an idea of how we expect them to look the easier it is for them to fall into the goofy/cheesy category of imagery. I looked again to the past and got inspired by the shield and horse iteration. 

The result is a horse in the shape of the letter ‘C’ with golden highlights in the shape of lightning bolts. Getting the right colour combination was a hassle but ultimately I’m pretty pleased with this logo (especially the lightning bolt on the forehead) in the way everything blends together without one element taking precedent over the other. The storm horse as I like to call it is up there as one of my favourites and I hope it’s far better suited and up to standard of the Chargers fans themselves.

Note: These are pieces of concept art only. These logos are not the official mark of any team in The National Football League.

The Oakland Raiders

This logo is one in a series of 32 NFL Logo redesigns. The NFL Redesigned gives background to the entire project and index to the entire series.

The Raiders fans have quite a reputation, the good side being their fans are devout and eccentric. The fans have become more of a visual defining characteristic of the team. Especially so since the lack of lustre in their team’s recent performance (I hope Terrell changes that sentiment though). The current logo, while classic, though I feel with slight changes could reflect the fan base and bring in new life to the team in terms of intimidation, which the fans have in droves. 

Basically I wanted to keep the basic visuals of the logo the same but update it with Oakland’s “colourful” imagery. The football player is now updated with the slick Riddell helmet and the player a grinning skull. The trouble with skulls is that they can come off quite cheesy if they’re not done right but as long as the proportions are right you tend to be fine. What I have made, to me (and hopefully Oakland fans too), fits the bill of representing Raiders fandom while ushering in a new feeling of fear.

Note: These are pieces of concept art only. These logos are not the official mark of any team in The National Football League.

The Denver Broncos

This logo is one in a series of 32 NFL Logo redesigns. The NFL Redesigned gives background to the entire project and index to the entire series.

The Broncos logo was one I purposefully left to worry about near the end. It was something I’d keep attempting over the months but I wouldn’t get anywhere. I knew something was there to be found but it took the whole 5 months before I finally did find anything. I tried mixing it up, going back and forth between something like the old logo to others that were completely different to trying to find a way to put a “D” or “B” in there somewhere. The fact it took me so long to look to the geography of Denver before it clicked still annoys me. 

The initial inspiration came from the Appalachian Mountaineers logo. The idea of an image in the mountain face of the rockies made perfect sense and it seemed like a no-brainer once I thought about it to make the horse head the image in the mountain and the wisp of clouds billowing over the tops as the mane and eye. From a distance a mountain, up close a horse; the perfect combination of name, locale and the visual themes.

Note: These are pieces of concept art only. These logos are not the official mark of any team in The National Football League.

The Miami Dolphins

This logo is one in a series of 32 NFL Logo redesigns. The NFL Redesigned gives background to the entire project and index to the entire series.

The Dolphins logo here is essentially the same as the one I did a year ago albeit a good example of what a difference 5 months of sparingly dedicated time can do to one’s technical skills. The Dolphins had their new logo arrive this year too while I was in the process of making my own. 

While I think the new one is a nice rendition, it’s lost a bit of its character present in the previous goofy football-helmet-touting dolphin. I wanted to find a middle ground, after all making a dolphin intimidating is quite the challenge. The dolphin’s shape is loosely in the shape of the letter ’D’ and the colours have been updated to the new ones. I’ve made it look as threatening as I could without it coming off too cheesy and/or ridiculous.

Note: These are pieces of concept art only. These logos are not the official mark of any team in The National Football League.

The Buffalo Bills

This logo is one in a series of 32 NFL Logo redesigns. The NFL Redesigned gives background to the entire project and index to the entire series.

With their current logo, the Buffalo Bills could legitimately pass off as the Laser Bisons. Not that it’s a bad thing but it sends mixed messages. It’s also a very hard name to start with too, Buffalo is the city, the team is called the Bills, named after the famous Buffalo hunter. It’s as if shooting themselves is running theme considering their recent history. 

But enough with the jokes: I of course mean no ill will and legitimately have sympathy for them. To have been to four consecutive Super Bowls only to lose to each team in the NFC East (except the Eagles, can’t forget that fact) with only the Vikings to know an inkling of their pain. 

I had no idea where to begin with this one so I looked to the past and other renditions some other designers had done. One interesting angle was focusing on the Buffalo skull as a reference to Buffalo Bill himself. I experimented a bit with it but nothing was forthcoming enough to really get me excited about it. What did really inspire me was an old Buffalo Bills logo I found that had a Buffalo charging with a football player next to him playing the role of full back. It also looked as if the Buffalo was the player’s spirit animal which was an idea I really took a liking to. 

I decided to completely refurbish the old logo to give it a modern feel and give the player better proportions as I felt it still had the best fit for the Bills, as there is strength in the Bills fans spirit to be loyal for so long and through so many hardships.

Note: These are pieces of concept art only. These logos are not the official mark of any team in The National Football League.