From “New Name” to Culture Staple: Why the ‘Commanders’ Brand Is Here to Stay

The Washington Commanders have entered a new era—not just on the field, but as a sticky, evolving brand that’s finally connecting with fans, media, and even pop culture.

What started as a polarizing name change has matured into something meaningful, largely thanks to smart design choices, branding consistency, and growing fan adoption. With help from media like the Take Command podcast and even a shoutout in a new Eminem and JID track, “Commanders” is no longer just the replacement—it’s the brand.

Old-School Style, New-Age Identity

Under the leadership of new ownership, the team has embraced what works: the deep maroon, bold gold, and familiar iconography of the past—while streamlining it for the modern fan. Throwback-inspired uniforms and sharp merch drops have re-energized a base once hesitant to move on.

It’s not a total reinvention. It’s a clever evolution. The Commanders look like Washington—just a future-facing version of it.

“Take Command” and the Power of Consistency

The phrase “Take Command” may have started as a slogan, but now it’s the heartbeat of the brand. From social media hashtags and hype videos to fan-led content and official podcasts, it’s clear that repetition breeds familiarity—and familiarity builds fandom.

Even local media and sports radio are leaning into the phrase. It’s a branding masterclass.

Jayden Daniels Gets the Eminem & JID Co-Sign

One of the biggest signs that a brand has “made it”? Getting name-dropped in a major track.

In “Animals (Pt 1)”, JID raps:
 

“I’m in command like I’m Jayden Daniels, breaking in”

For a rookie QB and a still-solidifying franchise identity, this is a huge moment. It means Commanders is now a recognizable cultural cue—not just a team name.

Source: AtoZ Sports

Fans Are Buying In (Slowly, But Surely)

Yes, there are still holdouts—especially among older fans who remain emotionally tied to the former name. But recent polls show a majority of the fanbase is warming up to “Commanders,” with positive sentiment rising season by season.

This kind of slow-burn loyalty is far more sustainable than a flashy relaunch that fizzles out. Washington didn’t just change their name—they built around it.

But the Website? A Branding Missed Opportunity

At ImageWorks Creative, we specialize in helping organizations match strong branding with strong user experience. So we couldn’t help ourselves—we ran the Commanders' website through our Homepage Score Checker, and here’s what we found:

• Above-the-Fold Fail – The menu takes up far too much real estate, crowding the hero section and immediately weakening first impressions.
• Weak CTA Strategy – There’s little clarity or motivation above the fold. Fans should know exactly where to go next.
• Confusing Menu Design – Navigation lacks hierarchy and visual prioritization. It’s hard to focus or act.
• Poor UX Flow – Overall structure feels fragmented, with no clear narrative from top to bottom.

A website should be a conversion engine—not just a place to drop announcements. And for a franchise trying to reinforce a rebrand, every pixel matters.

If you're wondering how your own site holds up, you can check your homepage score instantly here.

Final Take: The Brand Is Winning—Now the Experience Needs to Catch Up

The Commanders brand is taking root:

• Uniforms that respect legacy
• Language that connects with fans
• Culture crossover through music and media
• A name that feels more natural every week

Now it’s time to tighten up the digital experience. A better website would turn curious fans into loyal ones—and amplify everything they’ve already built.

Want to see how your brand could take command online? Let’s talk.

Scott Margenau