You’ve seen it everywhere. It's on the side of skyscrapers. It’s plastered across t-shirts in Hartsfield-Jackson. It’s the two words that somehow bridge the gap between the gritty days at Fulton County Stadium and the high-tech lights of Mercedes-Benz Stadium. We’re talking about the Rise Up Falcons sign, a phrase that isn't just a marketing slogan anymore—it’s basically the heartbeat of a city that has seen its fair share of sports-related heartbreak.
Honestly, the "Rise Up" mantra didn't just appear out of thin air. It was a calculated move by the Atlanta Falcons organization and the agency AMB Sports and Entertainment around 2010. They needed something that felt like Atlanta. Something that felt like the civil rights history, the hip-hop influence, and the sheer resilience of a fan base that has waited decades for a Super Bowl ring. When Samuel L. Jackson first appeared in those early commercials, barking at the camera to "Rise Up," it clicked. It wasn't just about football; it was about the identity of the Dirty Birds.
The Viral Architecture of the Rise Up Falcons Sign
Walk around downtown Atlanta and you can’t miss it. The physical Rise Up Falcons sign often takes the form of massive environmental graphics. One of the most iconic versions wasn't a billboard at all, but a literal building wrap that transformed the city skyline into a rallying cry. This isn't just about sticking a logo on a wall. It's about "place-making."
Think about the 12-foot tall "Rise Up" letters that fans pose with outside the stadium. These are designed for the Instagram era, but they carry a heavy weight. They serve as a meeting point—a literal landmark for the "Falcon’s Flock." What’s interesting is how the font itself matters. It’s sharp. It’s aggressive. It mimics the wings of the falcon logo designed back in 1966 by Verlander Design, which was later modernized in 2003 to look more "in flight."
When you see that sign, you’re looking at a specific color palette: Falcon Red, Black, and Silver. These aren't just random choices. The red represents the Georgia red clay, while the black was a nod to the University of Georgia, a move meant to capture the local collegiate fan base back when the franchise was born.
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Why the Fans Won't Let It Go
Critics sometimes say it’s cheesy. They’re wrong. For a city like Atlanta, which is often dismissed as a "transient city" where everyone is from somewhere else, having a unified sign matters. It’s a flag in the ground.
During the 2016-2017 playoff run, the Rise Up Falcons sign was literally everywhere. It was on the MARTA trains. It was in the windows of small businesses in Castleberry Hill. It became a shorthand for "I'm with you." Even after the devastating Super Bowl LI loss—a game we don't need to talk about in detail because the scars are still fresh—the sign didn't go away. If anything, the "Rise" part became more literal. It became about the comeback.
The phrase has also been heavily integrated into the local music scene. You had Ludacris, Sevendust, and Pastor Troy all leaning into the branding. This is why the sign works where others fail. It’s not a corporate mandate; it’s a cultural crossover. It’s "The A."
The Psychology of the Rallying Cry
Sports psychologists often talk about "in-group signaling." Basically, wearing a jersey or pointing to a sign is a way of saying, "I belong here." In a league where teams like the Cowboys or the Steelers have decades of established lore, the Falcons had to build theirs from the ground up.
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The Rise Up Falcons sign acts as a visual anchor. When the team is down by two touchdowns in the fourth quarter, and that sign flashes on the halo board—the largest of its kind in professional sports—it triggers a physiological response. It’s a call to action. It’s a reminder that the "Dirty Bird" era of Jamal Anderson wasn't just a fluke, but a foundation.
Looking for the Sign? Here is Where to Find It
If you’re a tourist or a local looking for that perfect game-day photo, you aren't just looking for a billboard. You’re looking for the experience.
- The Front Porch at Mercedes-Benz Stadium: This is the holy grail. There are several massive installations here that feature the "Rise Up" branding alongside the 41-foot tall falcon statue, the largest bird sculpture in the world.
- The Westside Works: You’ll often find murals in this area that incorporate the slogan with street art aesthetics.
- The Georgia World Congress Center: During home games, the surrounding walkways are lined with "Rise Up" banners that create a tunnel-like atmosphere for the "Falcon Walk."
The sign changes. Sometimes it’s digital. Sometimes it’s neon. Sometimes it’s a giant foam finger held by a kid in the 300-level seats. But the message is static.
Technical Details: Branding and Visibility
From a design perspective, the Rise Up Falcons sign utilizes a heavy-weight sans-serif typeface. This is intentional for readability at high speeds—like when you're driving down I-75/85 at 70 miles per hour. The "Rise" is usually stacked on top of "Up," creating a verticality that draws the eye upward, reinforcing the metaphorical meaning of the words.
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In recent years, the team has experimented with different variations. You might see "Rise Up" paired with the #InBrotherhood hashtag. This was an evolution introduced during the Dan Quinn era, meant to emphasize the bond between the players and the city. While coaches come and go, the "Rise Up" core has stayed because it’s the most "sticky" piece of branding the franchise has ever produced.
The Impact of Samuel L. Jackson
We can't talk about the rise of this sign without mentioning the voice behind it. When the Falcons launched the campaign, they didn't just pick a random narrator. They picked a man whose voice carries the weight of authority.
The commercials were gritty. They showed the city’s skyline, the fans in the rain, and the players in the tunnel. When Jackson said "Rise Up," he wasn't asking. He was commanding. This transformed the Rise Up Falcons sign from a suggestion into a civic duty. It’s one of the few instances in sports marketing where a celebrity endorsement actually changed the vernacular of the local population.
Moving Beyond the Slogan
So, what’s next? As we look toward the future of the franchise, the sign is evolving again. With new leadership and a roster of young talent, the "Rise Up" message is being recalibrated for a new generation. It’s no longer just about the hype of 2016. It’s about the consistency of being a powerhouse in the NFC South.
If you're looking to integrate this spirit into your own fan experience, don't just buy a shirt. Look for the stories behind the signs. Talk to the fans who have been there since the days of Steve Bartkowski. They’ll tell you that "Rising Up" is a choice you make every Sunday, regardless of the score.
Actionable Steps for the Ultimate Fan Experience
- Visit the Stadium Early: The digital Rise Up Falcons sign sequences on the external "skin" of Mercedes-Benz Stadium are best viewed about an hour before kickoff when the sun is setting. The LED integration is world-class.
- Check Out Castleberry Hill Mural Art: This neighborhood, just a stone's throw from the stadium, contains some of the best fan-made "Rise Up" art. It’s more authentic than the stadium-sanctioned stuff.
- Follow the "Rise Up" Community: Engage with the official Falcons social media channels during the "Rise Up" rallies held before major games. They often give out limited-edition posters and signs that become collector's items.
- Learn the History: Take a tour of the stadium to see the "1,000 Pieces of Art" collection. Many of these pieces incorporate the Rise Up theme in subtle, sophisticated ways that go beyond a simple logo.
- Watch the Pre-Game Hype Film: If you can get into your seat 20 minutes before kickoff, you'll see the full audio-visual implementation of the "Rise Up" mantra. It’s a masterclass in modern sports branding.
The sign is a promise. It’s a promise that the city will always stand behind its team, through the wins, the losses, and the interceptions. It’s a permanent fixture of the Atlanta landscape. When you see it, you know exactly where you are. You’re in the home of the Falcons. And it’s time to rise.