NFL World Reacts to Browns’ New ‘Brownie the Elf’ Midfield Logo

Cleveland unveiled the design Tuesday ahead of a Week 2 matchup with the Jets.

The Browns will return to Cleveland this weekend after a thrilling victory over former franchise quarterback Baker Mayfield and the Panthers. To celebrate the home opener, the organization opted to make a significant change at FirstEnergy Stadium.

When the Browns take the field on Sunday against the Jets, a new logo will be displayed at midfield. An image of “Brownie the Elf,” the team’s original mascot, will take the place of the franchise’s traditional orange helmet that’s usually painted on for home games.

The Browns announced the news Tuesday after incorporating fans in the decision-making process. While “Brownie” may be new to some, the design is meant to pay homage to the history of the Cleveland franchise.

“We’re super excited about the new midfield logo,” JW Johnson, the Browns’ executive vice president and partner said in a statement Tuesday. “We really wanted to engage our fans in the process, and they are—as I’ve said multiple times—undefeated. They’re the best in the league, best in the NFL and, candidly, some of the best in sports. We really wanted to get their involvement and hear what they have to say. We were able to pull off the new logo with the old school Brownie logo.”

Brownie the Elf is the Browns' new midfield logo 👀

(via @Browns) pic.twitter.com/WJizR9frl9

— Sports Illustrated (@SInow) September 13, 2022

With the logo set to make its 2022 debut when the Browns take on the Jets at 1 p.m. ET this Sunday, figures from around the NFL world began to grapple with the idea of actually seeing the design on the field. 

While plenty believed that Cleveland made the right decision by bringing back “Brownie,” others were a bit more skeptical about the franchise’s choice.

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Is this the best midfield logo the #NFL has ever seen? #Browns pic.twitter.com/Tf1yGbKiHe

— Craig Fountain (@CraigAFountain) September 13, 2022

That is an excellent logo. But can we help this dude on keeping it high and tight? https://t.co/JNFA9hFhUZ

— Ian Rapoport (@RapSheet) September 13, 2022

Keebler's intellectual property team just got busy... https://t.co/GR6gZtkF2h

— Liz Loza (@LizLoza_FF) September 13, 2022

Is this real? https://t.co/laJb27xJPj

— Andrew Marchand (@AndrewMarchand) September 13, 2022

the Browns have two mascots.

One is an adorable mastiff!!! Big dog! Good dog!
One is an uncanny horror from another realm who will inhabit your nightmares

Guess which one they chose to put on the field! https://t.co/dYffu7pGM6

— Rodger Sherman (@rodger) September 13, 2022

Browns marketing: how can we get people to talk about something else
Grounds crew: say no more https://t.co/SGFuK481HP

— Charlotte Wilder (@TheWilderThings) September 13, 2022

The Browns are the worst run outfit in the NFL. This is their midfield logo. What an eyesore. Fold the franchise. pic.twitter.com/opGS1JpSJj

— Andrew Fillipponi (@ThePoniExpress) September 13, 2022

I've got a Browns logo take: it's time to drop the helmet logo.

— Ben Axelrod (@BenAxelrod) September 13, 2022

The Browns have the best midfield logo in the NFL now. https://t.co/nGqL1BeOWy

— Danny Cunningham (@RealDCunningham) September 13, 2022

Love it. @Tulane_AD is a trendsetter. Retro is cool. https://t.co/vQvLgiwRJT

— Jeff Duncan (@JeffDuncan_) September 13, 2022

Blows my mind the majority of NFL fans outside of Ohio or the AFC North never knew that #Browns had an Elf as its original logo. The logo is🔥!

It’s not about learning the history of the team - It’s about paying attention to the team’s sideline gear for the last 5+ seasons! Smh.

— John Sabol (@John_Sabol) September 13, 2022