The lettering is obviously based on this 1949 sideline jacket, which I posted in 2009. With its unique three-line layout, it squares off the words and fits well across a cap, jacket or t-shirt.
What's also interesting is that they're treating this wordmark just like a logo, dropping it into the standard merchandise templates for the throwback sideline gear.
I wonder if this means the wordmark logo will make it to the Style Guide, and if the team will use it as a primary logo in connection with their annual social media rebranding. Two years ago I bemoaned the lack of a proper throwback logo they could use in place of the iconic "G" during Throwback Week; we'll see if this is their solution.
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