The San Francisco 49ers revealed a refreshed brand identity on Tuesday that will initially appear on their social media platforms, official team website and other applications but could also offer a glimpse into the design of their new “Rivalries” uniform that will debut this season.
The focal point of the refreshed brand identity is the Floating “SF” logo, which takes the interlocking “SF” that first appeared on the 49ers’ helmets in 1962, removes the black outline that was added in 1989 and extracts it from the oval it historically sits within.
There are different variations of the Floating “SF” logo, each of which are rendered in San Francisco’s new colour palette of Montana Red, Gold Rush Gradient, Heritage Cream and Primetime Black, with Montana Red and Primetime Black being obvious nods to Joe Montana and Deion Sanders.
The familiar oval, meanwhile, has been effectively replaced by a new shape, known as the Western Container, which is influenced by architecture on the West Coast and the original scoreboard clock at Kezar Stadium, the 49ers’ home from 1946-70.
San Francisco has also incorporated a map texture design into its recent social media posts that is inspired by the prospectors and pioneers who flocked to Northern California in the mid-1800 in search of gold and introduced a new “Faithful” script, which is penned in the Spencerian handwriting style that originated during the 1849 Gold Rush.
While these creative elements could be reserved for the aforementioned digital and social platforms, it’s worth noting the upcoming “Rivalries” uniform series will feature community-inspired alternate designs, and the 49ers’ storytelling falls in line with a typical Nike uniform unveiling.
It won’t be long before we find out, though, as the 49ers are among the eight AFC East and NFC West teams that will wear their “Rivalries” uniforms during one home game against a divisional opponent this fall before it expands to the AFC South and NFC North in 2026, AFC West and NFC East in 2027 and the AFC North and NFC South in 2028.
Photos courtesy of @49ers on X/Twitter.
