The new horn as used on the monogram implies it overlaps the A, then curves inward behind the L. This is the opposite of how a ram horn grows. There should be artistic liberties of course, but it’s odd choice.

The monogram feels cheap and complex because it uses every trick possible to show a spiraling horn, then has variations where all the rules change.

Gradient of color 2) Division of shape with solid line 3) Division of shape with different color 4) Solid shadows below L and left side of A.

It’s odd that any primary logo would still use a gradient these days. It has been popular with auto brands but within the last year, 3 major ones have improved their logos by making them solid colors. A welcome move but a late one as well. Solid form is not an antiquated, old fogey stylistic choice, it is the foundation of good logo Design. You start there because it allows you to build good variations for different applications afterwards. Yes, the on-screen and digital space is important and allows for some different stylistic choices to happen but that is the end, not the beginning. Digital first leaves you working backwards for a much broader scope than the stadium screens. There are other more important applications. Embroidery, print, the helmet; these are the driving applications of football Identity. The ribbon boards in the stadium a small slice of the Identity pie.

I think it’s a great idea to use subtle gradients or 3D versions in specific applications, having a special digital logo system. But even in the digital space you’re viewing it now, it’s not a subtle gradient blending from white to yellow. You can see the banding it produces as the color changes.

This collection of style techniques, of mixing solid color shapes with shapes that have a gradient, is erratic. There’s a complex twist and depth that doesn’t really work. The horn spirals off the A but tucks behind the L and though there’s an attempt to integrate the horn with the A, the L is left to just be slapped on top. Mix in an odd combination of sharp and rounded points in a mono-weight key line and any sense of motion the mark might have is stopped with this tight trapping of it. When you look at great NFL logos like the Falcons, Seahawks, or Texans, the varied width of lines builds on the sense of movement that this one ignores.

The “Evolution of the Rams horn” through color doesn’t accurately portray the facts. This logo uses white, the new yellow, perhaps the old yellow? Plus two oranges. The actual progress of horn color would be: yellow, red, yellow, white, yellow, gold, white... it’s an idea better left out altogether.

There’s as many variations of the monogram logo as there are colors and techniques used in it. Don’t forget about the flat, one color ones not shown here. The first thing I imagine the Rams creative team doing with this new logo suite is simplifying it by throwing out which ones they don’t need.