Los Angeles Rams going retro with their new regular helmets

The Los Angeles Rams are going back to their football roots by returning to a retro look on their helmet with white horns for the 2017 NFL season.

Eat your heart out, Deacon Jones. The Rams are back in Los Angeles and the iconic horns on their helmets will go back to their popular white for the 2017 NFL season.

The Los Angeles Rams relocated back to the Southern California last season after 20 years in St. Louis. As expected, the Rams have gradually begun their rebrand. Going with the white horns is the first start of the uniform transition.

The Rams originally relocated from Cleveland to Los Angeles back in 1946. They had white horns on their helmet from 1964 to 1972. Jones was a Pro Football Hall of Fame pass rusher from 1961 to 1971 with the Rams. He wore those Rams helmets with the white horns for eight impressive seasons.

Keeping the yellow horns would have been fine, but it seems that owner Stan Kroenke wants to go full on Los Angeles with the white horns. The color scheme on that Rams helmet was only featured in Los Angeles.

Yellow horns stayed with the Rams through their move to St. Louis in 1995, but eventually became more golden. That era of Rams uniforms are often associated with the tail end of The Greatest Show on Turf era and when Marc Bulger was the starting quarterback.

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Going with the white horns is a crisp look for the Rams. It’s not overly flashy, but is authentically Los Angeles. Could this move have been done to establish the Rams as Los Angeles’ true NFL team over the incoming Los Angeles Chargers of the AFC? Either way, this is an interesting move from a marketing level for sure.