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Brett S. Traylor Creative Direction & Design

New York Jets

Brett worked on the redesign of the Jets brand identity at Pentagram, then handled additional implementation while at Thinkso.

Working within the brand identity we designed a decade prior, we helped the Jets settle into their new digs. We collaborated with the turf provider to formulate the perfect color match for ​“Jets Green,” created a graphic identity for Jets Equity Partners, and designed a logotype for the ​“Ring of Honor,” which was unveiled by legendary quarterback Joe Namath.

Fireman Ed 20

The Jets played 25 seasons in Giants Stadium while being headquartered at a shared practice facility at Hofstra University. The rebrand and move to MetLife Stadium helped breathe new life into a struggling brand.

Brett Traylor, Executive Creative Director, Bst.

A huge crowd of New York Jets fans cheering at MetLife Stadium.
A huge crowd of New York Jets fans cheering at MetLife Stadium.
A huge crowd of New York Jets fans cheering at MetLife Stadium.
Legendary New York Jets quarterback, Joe Namath, smiles with former teammates wearing Ring of Honor jackets.]
A huge crowd of New York Jets fans cheering at MetLife Stadium.

As the Jets prepared to move into MetLife Stadium, we helped them with everything from marketing luxury suites to selecting a “Jets Green” turf color. Joe Namath himself introduced the "Ring of Honor" and the identity we created for it.

Brand guidelines
Brand guidelines
Brand guidelines
Brand guidelines
Brand guidelines

While associate partner at Pentagram, Brett Traylor led a redesign of the New York Jets brand identity that expanded it while preserving its diehard, blue collar sensibility. This included developing a graphic version of the J-E-T-S chant, the design of a custom font, the creation of their “NY” mark, and the introduction of their first-ever mascot, “Gameface.”