The Novelty of Numbers: Falcons introduce brand new number set

Larry Luk considers himself a certified typography nerd. As the Atlanta Falcons' vice president of creative, he's always been drawn to the details, especially the written word and how it appears visually.

The way letters curve. The spacing between lines. And, in this case, the shape of numbers stitched across the back of a jersey seen by millions.

In early 2023, conversations began about tweaking the number set that had been part of the Falcons' uniforms since their introduction in 2020. One of the earliest pieces of feedback the organization received about those uniforms centered on the numbers, specifically, their legibility.

From broadcast booths, announcers noted that differentiating between the No. 1 and No. 7 could be difficult at times. Sometimes, feedback really is that simple.

That simplicity stuck with Luk, fueling the kind of daydreaming creatives often fall into.

"I started visualizing in my head what I wanted them to look like," Luk said.

For a while, that's where things stayed: floating in Luk's typography dreams. Still, the idea lingered.

"The opportunity to work on Falcons numbers," Luk said, "just wow, that's like the top of Mt. Rushmore for someone like myself."

That dream became reality a year later, in 2024, when the organization opted not just for tweaks, but a full uniform redesign.

And so, the experimentation began.

The first step: research.

"When you look at the zeitgeist of modern football uniforms, it's easy to take risks and do something that is very cool for 2026, but what is that going to look like in 2036 or 2046?" Luk said. "We wanted to ensure that we could stand the test of time and not feel stale after a few seasons."

Ideas stretched in multiple directions at first. Some pushed boundaries. Others leaned into tradition. But as the process unfolded, a clear consensus began to form, not just among designers, but across the organization.

"What we realized is we like this classic aesthetic," Luk explained. "It was something that was echoed from equipment, from leaders in the room, from marketing, from broadcast, from players. This needs to look and feel like football, forever."

At the same time, Luk emphasized, it also had to feel distinctly like Falcons football.

Looking back at the early concepts sent to Nike, Luk laughed.

"They were still a little bit out there," Luk said.

Nike's response was straightforward: when it comes to uniform numbers, sometimes less is more.

So, the team recalibrated, returning to the core of what makes a number readable, recognizable and most importantly enduring. The designs were stripped down, refined. They were brought, as Luk put it, "back down to earth."

That's when a familiar element found its way into the process.

The wing tip.

It's a small detail embedded in the Falcons' visual identity. It's used in the official "ATL" logo. And what Luk and his team found was that it became the bridge between tradition and individuality. Subtle but distinctive, it allowed the numbers to remain clean and legible while still carrying a signature element unique to the franchise.

From that point forward, the direction felt inevitable.

"We landed on a really foundational, traditional, full block number set, but it still has personality in it that only the Falcons can use," Airhart said. "It feels like it's part of the DNA."

When the uniforms were shown to a select group of players earlier this year, that identity resonated immediately.

"The numbers stood out to me a lot," Drake London said. "I am glad they went back to a more traditional, old-school type of number, but at the same time still has a little bit of Atlanta Falcon flair to it."

Every angle, every line, every curve was considered. Not just on its own, but as part of a complete system meant to function across jerseys, broadcasts and seasons to come.

"Every single number was sweated and drawn to be an optimal version of that number but also feel a part of a complete family while also feeling like the Atlanta Falcons mark," Luk said.

It may seem like a small detail, but details matter.

And after years of imagining what the perfect number set could look like, Luk understands that as well as anyone.

"I feel like," Luk concluded, "we ended up in a place that we're going to be happy with for a really long time."

back to top

Up Next

Videos

Away combinations revealed | New Atlanta Falcons uniforms

Videos

Authentic, Fast, Timeless: Atlanta Falcons unveil new uniforms

Videos

Discussing the details of the new uniforms at Nike Headquarters | Atlanta Falcons x Nike

Videos

A Return to RED at home | New Atlanta Falcons uniforms revealed

Videos

Samson Ebukam wakes up with 'GMFB' on why he signed with Falcons

Videos

Atlanta Falcons Mock Draft Roundup + Sydney Brown & Brian Robinson Jr. | Atlanta Falcons Podcast

Videos

Brian Robinson Jr. Highlights | 2026 Free Agency

Videos

Quarterback Tua Tagovailoa Introductory Press Conference | Atlanta Falcons

Videos

Taking a closer look at the newest talent brought into Atlanta during Free Agency | Atlanta Falcons

Videos

What we LOVE about the Atlanta Falcons' 2026 Free Agency class | Friday Five Podcast

Videos

Falcons Wide Receiver Olamide Zaccheaus on returning to Atlanta | Press Conference

Videos

Olamide Zaccheaus highlights | 2026 Free Agency

Videos

Samson Ebukam & Azeez Ojulari on new opportunities and a homecoming after signing with Falcons

Videos

Azeez Ojulari highlights | 2026 Free Agency

Videos

Free Agency Frenzy! Get to know the newest Atlanta Falcons | Atlanta Falcons Podcast

Videos

Jahan Dotson, Chris Williams & others on the excitement of joining the Falcons | Press Conference

Videos

Tua Tagovailoa highlights | 2026 Free Agency

Videos

General Manager Ian Cunningham on additions made to Falcons roster in Free Agency | Press Conference

Videos

Austin Hooper, Christian Harris & Nick Folk on joining the Falcons in Free Agency | Press Conference

Videos

Austin Hooper highlights | 2026 Free Agency

Videos

Coming Soon | April 2026

Videos

2026 Atlanta Falcons Girls Flag Football Week | Highlights from inaugural celebration

Videos

Judy Battista, Danny Kelly, & more talk Atlanta Falcons at the 2026 NFL Scouting Combine

Videos

Ian Cunningham and Kevin Stefanski speak to local Atlanta media at the 2026 NFL Scouting Combine

Videos

Atlanta Falcons HC Kevin Stefanski talks roster building, player evaluation at the 2026 NFL Scouting Combine

Videos

Atlanta Falcons Head Coach Kevin Stefanski 2026 NFL Scouting Combine Press Conference | LIVE

Videos

Atlanta Falcons GM Ian Cunningham speaks to the media at the NFL Scouting Combine | Press conference

Videos

Atlanta Falcons GM Ian Cunningham talks Kyle Pitts, Kirk Cousins, & more at 2026 NFL Combine

Videos

How the NFL Scouting Combine translates to on-field success | Atlanta Falcons

Videos

Atlanta Falcons name their 2025 International Fan of the Year | NFL

Videos

Craig Aukerman named Atlanta Falcons special teams coordinator | Exclusive interview

Videos

On The Rise | S6E1 | Stefanski and Cunningham spark a new era

Videos

Jeff Ulbrich exclusive interview in his second year as Atlanta Falcons defensive coordinator

Videos

Tommy Rees exclusive interview as Atlanta Falcons offensive coordinator

Videos

2026 Atlanta Falcons loading | A new era begins this offseason

Videos

Coordinators Tommy Rees, Jeff Ulbrich & Craig Aukerman Press Conference

Videos

Matt Ryan discusses hopes for Falcons' future during tenure as president of football operations 'NFL Honors Red Carpet'

Videos

Bijan Robinson reflects on his breakout season 'NFL Honors Red Carpet'

Videos

What the Atlanta Falcons offensive scheme could look like under Stefanski & Rees | Film Review

Videos

What is the evolving identity of the 2026 Atlanta Falcons? | Offseason Update