The Rams were the first NFL team to have a logo on their helmets. Ever since halfback Fred Gehrke, who worked as a commercial artist in off-seasons, painted ram horns on the team's leather helmets in 1948, the logo has been the club's trademark.
When the team debuted in 1937, the Rams' colors were red and black, featuring red helmets, black uniforms with red shoulders and sleeves, tan pants, and red socks with black and white stripes. One year later they would switch their team colors to gold and royal blue, with gold helmets, white pants, royal blue uniforms with gold numbers and gold shoulders, white pants with a royal stripe, and solid royal blue socks. By the mid-1940s the Rams had adopted gold jerseys (with navy blue serif numerals, navy blue shoulders, gold helmets, white pants with a gold-navy-gold stripe, and gold socks with two navy stripes). The uniforms were unchanged as the team moved to Los Angeles. The helmets were changed to navy in 1947. When Gehrke introduced the horn
In 1964, concurrent with a major remodeling of the team's Los Angeles Memorial Coliseum home, the colors were changed to a simpler blue and white. The new helmet horns were white, wider, and separated at the helmet center front. The blue jersey had white numerals with two white sleeve stripes. The white jersey featured blue numerals and a wide blue crescent shoulder stripe. A 1964 league rule allowed teams to wear white jerseys for home games and the Rams were among several teams to do so (the Dallas Cowboys, who introduced their blue-white-silverblue uniform that season, have worn white at home ever since), as owner Dan Reeves felt it would be more enjoyable for fans to see the various colors of the rest of the league as opposed to always having the Rams in blue and the visiting team in white. The pants were white with a thick blue stripe. In 1970, in keeping with the standards of the fully merged NFL and AFL, names appeared on the jersey backs for the first time. The sleeve "TV numbers", quite large compared to those of other teams, were made smaller in 1965. From 1964 to early 1972 the Rams wore white jerseys for every home league game and exhibition, at one point not wearing their blue jerseys at all from the 10th game of 1967 through the 1971 opener, a stretch of 48 games; it was a tradition that continued under coaches Harland Svare, George Allen, and Tommy Prothro. But new owner Carroll Rosenbloom did not particularly like the Rams' uniforms, so in pursuit of a new look the team wore its seldom-used blue jerseys for most home games in 1972. During that season Rosenbloom's Rams also announced an intention to revive the old blue and gold colors for 1973, and asked fans to send in design ideas.
The colors returned to blue and yellow-gold in 1973. The new uniform design consisted of yellow-gold pants and curling rams horns on the sleeves – yellow gold horns curving from the shoulders to the arms on the blue jerseys, which featured golden numerals (a white border around the numerals, similar to the 1957 style, appeared for two exhibitions and was then removed). Players' names were in contrasting white. The white jersey had similarly shaped blue horns, blue numerals, and names. The white jerseys also had yellow gold sleeves. The gold pants included a blue-white-blue tri-stripe, which was gradually widened through the 1970s and early 1980s. The blue socks initially featured two thin golden stripes, but these were rarely visible. From 1973 to 1976 the Rams were the only team to wear white cleats on the road and royal blue cleats at home. The new golden helmet horns were of identical shape, but for the first time the horn was not factory-painted but instead a decal applied to the helmet. The decal was cut in sections and affixed to accommodate spaces for face-mask and chin-strap attachments, and so the horn curved farther around the ear hole. Jersey numerals were made thicker and blunter in 1975. The Rams primarily wore blue at home with this combination, but after 1977 would wear white on occasion at home, often for games against the Dallas Cowboys. The team wore its white jerseys for most of its 1978 home dates, including its post-season games with the Minnesota Vikings and the Dallas Cowboys – though the latter is the only postseason game the Cowboys have ever won while outfitted in their blue jerseys. Standard gray face masks became dark blue in 1981. The Rams wore white jerseys exclusively in the 1982 and 1993 seasons, as well as other selected occasions throughout their 15 seasons in Anaheim.
On April 12, 2000, the then-St. Louis Rams debuted new logos, team colors, and uniforms. The Rams' primary colors were changed from blue and yellow to Millennium Blue and New Century Gold. A new logo of a charging ram's head was added to the sleeves and gold stripes were added to the sides of the jerseys. The new gold pants no longer featured any stripes. Blue pants and White pants with a small gold stripe (an extension off the jersey stripe that ended in a point) were also an option with the Rams only electing to wear the white set in a pre-season game in San Diego in 2001. The helmet design essentially remains the same as it was in 1948, except for updates to the coloring, navy blue field with gold horns. The 2000 rams'-horn design features a slightly wider separation at the helmet's center. Both home and away jerseys had a gold stripe that ran down each side, but that only lasted for the 2000 and 2001 seasons.
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