Tuesday, February 11, 2014

Express’ helmets display brand’s versatility, expand on name’s past


The Los Angeles Express has a long history, dating back to the mid-1980s when a franchise by that name played in the United States Football League.

Back then, teams only had one helmet design.

This, however, is the A11 Professional Football League, and this is the 2010s. Each A11FL team won’t have just one helmet design – they will have at least three.

“I wanted to honor the tradition of the original helmet, but also take it to the next level,” said James M. Kuty, Founder of Kuty Kreative out of Cuyahoga Falls, Ohio, “something a 41-year- and a 15-year-old can both look at and say, ‘That’s cool.’ ”

The Express’ colors are silver, navy blue and white – not unlike those of the original franchise. The franchise’s primary helmet is silver with a navy blue logo with white trim, and a navy blue face mask.

“To honor the original design, we kept the silver helmet, (navy) blue facemask with a blue logo and a white outline, to make the logo ‘pop,’ ” Kuty said. “Steve (Humphries, the A11FL’s Co-Founder and Vice President of Advanced Media) also came up with some unique striping for the helmet.”



Los Angeles’ “Blue Streak” helmet is a fully-navy blue helmet, minus the logo, which is white, and a small stripe in the front of the helmet just above the face mask, which also is white. The Express’ “Storm Trooper” helmet is all white, including the face mask, except for the navy blue logo and stripe.

“Working with Steve, we came up with some unique alternative helmets,” said Kuty. “The all-(navy) blue ‘Blue Streak’ and all-white ‘Storm Trooper’ helmets are a very nice modern twist of what teams are doing these days in mono-colored uniform designs.”

Of the helmets’ stripes, Humphries gave the credit to Dane Storrusten, the Founder/Managing Partner of Soulcake Creative out of San Clemente, California.

“During the collaboration process to finalize all of our team brands, Dane came up with a really nice modern striping system with a frontal focus that really complements the LA logo Kuty designed,” Humphries said. “The combination of the silver blue and storm trooper white helmets for the LA Express will provide the fans with some great-looking visuals for their team.”

Kuty, who remembers the original Steve Young-led Express, is excited about the franchise, its brand and its helmets.

“I’m so happy to revive this sports brand that the Los Angeles market can embrace again,” he said. “One day, I hope I can make it to LA to see the Express defend their home turf in their home uniforms!”


Dusty Sloan is the A11 Professional Football League’s Senior Editor/Vice President of Editorial Content.


1 comment:

  1. You know, as much of a USFL purist as I am, I have to say I really like both the look and the concept of multiple helmets. The way A11FL is resurrecting these identities does them justice.

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