To many football purists, the Cleveland Browns' uniforms are a thing of beauty.

To a football marketer? Well, they look like ... we'll let you fill in the blank.

But the opinion that may really matter belongs to Jimmy Haslam III, who is expected to officially assume ownership of the team later this year after forking over $1 billion to buy it.

The truck-stop magnate and former minority owner of the Pittsburgh Steelers met with reporters Friday at Browns training camp.

"Could we change the uniforms? I don't know, but it is a marketing world we live in, and let's be realistic about that," Haslam said.

"In our business world, we changed our logo and our design of our stores multiple times over the years, but the basic culture and core beliefs ... stay the same, and hopefully that helps you."

The Browns' unis are known for their lack of flair. They are the only NFL team without a helmet logo, though they did sport each individual player's jersey number from 1957-60.

And the team has had some logos associated with it, including an elf-like figure, a football emblazoned with stripes and a 'B', and a dog's head (a nod to the infamous end zone Dawg Pound).

Will any of that translate to the club's threads? Hard to know, but the new boss doesn't seem like he'll be wed to tradition. Haslam has already vowed to secure naming rights for Cleveland's stadium.

"While I admire and appreciate the Lerner family's decision not to do it, times change," he said.

"We will definitely change with them."