Flying Elvis

Verified Timeline

Lore & Background

The creation of this logo was part of a controversial overhaul orchestrated by owner James Orthwein in 1993, who defied overwhelming fan preference to commission a new visual identity. Alongside hiring coach Bill Parcells, Orthwein changed the team's primary colors from traditional red, white, and blue to blue and silver for the uniforms. The logo depicts a stylized colonial figure with stripes suggesting speed, replacing the 'Pat Patriot' mascot that had been in use since 1959. Although the design was initially met with mixed reactions, it became the face of the franchise during its most successful era. As Robert Kraft purchased the team and stadium in 1994, this emblem remained constant through the hiring of Bill Belichick and Tom Brady's rise to stardom, witnessing six Super Bowl victories and records such as the only undefeated 16-game regular season in 2007.

In Their Own Story

In 1993, James Orthwein defied the overwhelming preference of Patriots fans to commission a new visual identity for the franchise. Along with changing the primary colors from red, white, and blue to blue and silver, he introduced a logo featuring a stylized colonial profile that would later be nicknamed 'Flying Elvis.' This rebranding coincided with the hiring of Bill Parcells, who brought immediate playoff success, including an appearance in Super Bowl XXXI. The logo remained unchanged when Robert Kraft bought the team for $175 million in 1994 and subsequently hired Bill Belichick. Through the Brady-Belichick era, from the first Super Bowl win in 2001 to the record-breaking 2007 season, this blue and silver emblem became synonymous with dominance. It was present at Gillette Stadium when the team secured their sixth title in 2018, standing as a constant visual anchor through three decades of championship contention.

Reader's Guide

Fans seeking to understand the history of the Patriots' branding must look to the 1993 rebranding under James Orthwein. This is when the team switched from red, white, and blue to blue and silver and adopted this specific logo, replacing the original 'Pat Patriot.' The design features a profile with stripes that imply speed, distinguishing it from the static colonial soldier of the past. For collectors and historians, noting the timeline is crucial: the logo was introduced before Robert Kraft's 1994 purchase but remained through the entire dynasty era. It adorns helmets during every home game at Gillette Stadium in Foxborough, Massachusetts, a venue opened in 2002. The symbol represents the transition from the team's mediocre early years to its status as the seventh-most valuable sports team in the world by 2025.

Did You Know?

• The logo was introduced in 1993 by owner James Orthwein, who simultaneously changed the team's primary colors from red, white, and blue to blue and silver.
• The new visual identity defied the overwhelming preference of Patriots fans at the time.
• This logo has been used during all six Super Bowl victories won by the franchise under the Brady-Belichick era.
• The original 'Pat Patriot' logo was developed in 1959 by artist Phil Bissell of The Boston Globe.
• The team changed its name to the New England Patriots in 1971 before this logo was ever adopted.