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Alec Scheiner on Bull & Fox: Browns' New Logo & Being in the Film Room

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Alec Scheiner joined Bull & Fox on 92.3 The Fan to discuss the new logos and more.

On having a big build up about changing the team's logo when it was ultimately a very minor change:

"Well we understand that. I mean, for us there's kind of a two-step process here: there's the evolution of our logo and the evolution of the Dawg Pound logo, and then the modification to the uniforms. We decided to roll these out in sequence. With respect to the logo, the threshold question was: "Would we change the actual logo?" We went back-and-forth on that and in indirect ways we talked to our fans and what we realized was that it was really important to be the only team in the NFL that has their helmet as their primary logo. We understood this was a subtle change to the logo, but we're really excited about where we're headed, especially where our uniforms are headed."


On if the fans would have even noticed a difference if they hadn't made a big announcement:

"Yeah, I don't know. Our fans seem to notice everything and I give them credit for that, so I probably disagree with you on that. I think they'd see that the orange is very different; there's a brown face mask. I think over time people will respect the subtle differences that have been introduced."


On why the logos didn't get introduced at the same time as the new uniforms:

"Yeah, there were four things that we rolled out today and we thought if we rolled all of those things out with the uniforms you could lose some of them. So today wasn't just the evolution of the primary logo, it was also the new Dawg Pound logo -- and it's the 30th anniversary of our Dawg Pound. It was also the date of the uniform unveil, which is something that we wanted to disclose. Finally, we talked about this, we're going to have a fan fest this summer and there will be details on that. So, the way we approached it was today is step one. Kind of share this information and then we'll move right into the next stage, which is the new uniforms."


On why we want to be the one team with their helmet for a logo:

"Well, when we talk to our fans, the history is so important to them. So even with the uniforms -- which I think will be a much more creative and vibrant change -- we link back to our tradition. So, I'm not sure that all of our fans agree with you. I think, ultimately, we decided with the NFL and hearing from our fans that changing that primary logo would be too big a change for the Cleveland Browns."


On why they couldn't restore the Dawg Pound to what it looked like in Old Municipal Stadium:

"I think that's a good point. Here's what I'd say: I think over time the Dawg Pound can be our mentality and our fans' mentality. That will be more important than the physical changes that we would create. I think you saw that with a few of our home games this year. Essentially all of our fans became that roudy and that loud and it helped the team. So, I think of the Dawg Pound as broader than just a section in our stadium and something all of our fans can embrace."


On comments that the dog on the Dawg Pound logo doesn't look intimidating enough:

"Well I think we'll get a lot of opinions on the logos and we'll get a lot of opinions on the uniforms. We know that some will be positive, some will be neutral, and some will be negative, but we also know that over time there's that moment of change -- when you change something, whatever it is, be it a logo -- and people will slowly get used to it and they'll either like it or not, but they'll react differently over time. We're confident that people will feel good about these logos over time and the same thing about the uniforms."


On how drastic the uniform change will be:

"I do think the uniforms will be quite different. We'll still link to our tradition, we won't lose sight of that, but they won't look like the old Browns uniforms."


On if he's saying the fans are okay with the uniforms making dramatic changes but not the logo:

"Yeah, when we first started talking to our fans and doing research -- and we do this with the NFL and we do it separate from the NFL -- we do kind of push the envelope: How far can we go as stewards of the organization. What we were told was that the uniforms you could push it and on the logo I think people were more attached to the way it's been and you'll see that reflected in the next couple months."


On whether hyping this logo change up has received a negative reaction from the fans:

"Yeah, I think that over time people will recognize that this is probably a bigger change than it feels like today. Our mark doesn't change very often and so when you change the color and you change the facemask I do think it's a pretty substantial change. I mean, it's subtle but it's real and, like I said, I think time will tell. My guess is that the first day after any changes to logos or uniform the reactions are kind of like this and then they have to settle in and people kind of take a different perspective."


On if they will try to make a "real Dawg Pound" in the stadium:

"We think we have a real Dawg Pound.

"We don't plan any more physical changes to the Dawg Pound in the stadium."


On who had final say on these changes to the logos and uniforms:

"Well, it's a long process and we're lucky enough to have the NFL and Nike involved. They've been through a whole lot of these and so really what happens is you just go through different iterations of designs over the years, right -- I mean, it takes a long time and you have different people in the room, you give feedback, they come back with different designs, you look at those, and you kind of end up in a spot. So it's not like one person has a veto or it goes to this final person and they say 'Yes, let's go.'"


On if there will be a fourth color in the Browns uniforms:

"We will talk about all of those things on April 14th."


On if it's official that training camp will stay in Berea:

"So, we will stay in Berea this summer. We're still looking at long term options and we'll continue those discussions like we have, but we thought that as spring got closer we wanted to make a decision for this year and we've done that."


On why they didn't move training camp this year:

"Well, the first thing we've always talked about is making sure we have a place that works for our football team. So for this summer, we don't think there's a better place than Berea. That could change over time, but right now the best place for the football team to spend training camp is in Berea."


On when they are expecting to hear about the penalties for Ray Farmer's texting:

"Uh, that's in the league's hands and they don't tell us exactly when they'll pass them down."


On if he ever expected to be criticized for watching game film:

"Well, I don't think about it that way. We all in the building have a job to do and we have to make a great organization, and we understand that outside the building people will have opinions. I've been fortunate enough, not only here but in other places, to have the opportunity to learn from great football people and to be able to sit in a room and watch tape with someone like Ray Farmer. Honestly, it's a priviledge for me and I'm lucky these guys let me do it and as long as I work for a pro football team, I'll try to learn from the guys around here."


On if he was involved decision-making about players:

"Yeah, I can answer that. I don't make player decisions. I don't influence player decisions. That's within Ray's area and it's always been within Ray's area."


On if it was 100% Ray's decision to draft Johnny Manziel:

"Yes."


On if he regrets anything related to raising ticket prices:

"No. I think once again it kind of goes back to the prior discussion. We have to make good decisions for the organization, and there might be times that I don't check my Twitter feed because of it, but we have to make good organizations and we're competitive on and off the field. My job is to help us be competitive off the field and we looked at the market, including other teams in our division, including other teams around the league, and we looked at the secondary markets and we just thought it was time. It had been seven years. In our case, when prices go up by high percentages a lot of times that's off of a really low base and so it is different when you've got some of the lowest tickets in the NFL. The percentage will seem higher because of that. But we understood that it wouldn't be popular, I empathize with it. We've talked to people. Our fans who call us, we talk to each one of them. I've to them personally and we say 'Look, if there's a payment plan you need or if you want to relocate to another section, we'll talk to you about those things.' We're very empathetic to that."


On if the retreat Jimmy Haslam took the management team on just after the end of the season was a positive experience:

"For sure. I think every good organization does things like that. I've never been part of an organization that didn't have those kinds of retreats. I thought it was good for us. All of us who are new to the Browns and relatively new to these positions, I thought we went down to Florida in a great place. I love working with these guys. You're talking about good people in the building and we had three days together, we had really good dialogues, and we came back in an even better place. But I think if we don't do that every year, then we're not operating like a good organization. All good organizations have those kinds of times away from the office."


On if the organization has become stronger because of the criticism in the national media:

"Well, for us the only adversity is not winning enough. I mean, we have to just measure ourselves based on our real results as opposed to what people say. That's critical, because if we win four games and everyone thinks we're doing a great job, we can't think we're doing a great job. So we know that we'll be measured by how many wins we have, what kind of improvements we make for our fans. We know that's how we'll be measured over time, so I don't look at the rest like adversity at all. The rest is just opinions and right now we can change opinions by winning."


On if there is a financial reason why the Browns won't be big players in free agency:

"Well this is a better question for Ray. I guess I can answer the business side. There's no financial reasons.

"I think the best thing about -- I mean one of the best things about Jimmy being the owner here is there's no shortage of resources. There's nothing we've ever asked Jimmy for that he thought could help us win or enhance the fan experience that he didn't provide. So, I don't think that'll ever be an issue."


On how he would compare Jimmy Haslam to Jerry Jones:

"Well I don't compare them. I think Jimmy's going to be a great owner in the NFL. I say that because he does the three things that you want an owner to do. Number one: he cares tons about the franchise. He's hyper-competitive. Number two: he has a the resources that you need to make good decisions. Number three: he asks the right questions and he holds people accountable. So feel very confident about him. I think Jerry has a lot of those traits too and I think that's why the Cowboys have been successful over time."


On what kind of things Jimmy Haslam hoped to accomplish by going out to the combine:

"Well, I don't know but he owns an NFL team and I think he has the right to go where he wants and to learn what he wants to. And he's learning the business and he's said that. So I don't know exactly what he's talked to Ray or Pettine about but I think it's well within his rights to be at the combine."


On if Johnny Manziel is still in rehab:

"Well, that wouldn't be for me to answer in any case."


On who could answer that question:

"Well I assume there's a privacy issue there, so I don't know if anyone could answer that but Johnny."