Palm Beach Post January 16th 1997

 I'm tired of all the snickering about the Dolphins' new uniforms and new logo.

This is an extremely serious matter, with extensive historic precedent.

I applaud the Dolphins' switch to a manlier aqua and to a mammal likeness that rivals in its intensity those on environmentally correct cans of tuna. These are critical, strategic moves necessary to return the franchise to contention.

Color selection, when it comes to football, is not a statement of fashion but rather a weapon in the psychological war.

The groundbreaking research in the field of NFL image-making was done by Al Davis in the early 1960s. The Oakland owner took the color black from the West Point Cadets and silver from the Detroit Lions and created the "Silver and Black" Raiders.

It was a fashion statement that fit seamlessly with the renegade image of the franchise, which Davis has cultivated through the years. The Raiders have been consistent intimidators and winners wearing black; the Tampa Bay Buccaneers have been chronic patsies wearing pale orange and red. It's not quite that simple. But it's almost. The Raiders were the first pro team to create an awareness that a look could be a product.

Consider also the case of Hayden Fry, who in 1978 became the coach of Iowa, taking over a program that had been a loser for 19 consecutive seasons.

His first moves appeared cosmetic and superficial but were profound in their impact. He changed the Iowa uniforms to a variation of the Pittsburgh Steelers', the NFL dynasty of the '70s. He overhauled the Hawkeye mascot, transforming an Audubon image into a fierce and menacing bird of prey.

Iowa's visiting locker room received a coat of pink paint - something in the Pepto-Bismol family. Fry, a psychology major who graduated from Baylor in 1951, believes soft colors help to quiet aggression in athletes. Former Michigan coach Bo Schembechler so hated the locker room at Iowa that he would have the walls covered with butcher paper before allowing his players inside.

The Hawkeyes have been winners since. Logo linked to Super Bowl berth Three years ago, the New England Patriots');">New England Patriots went through an extensive uniform change. The ridiculously incongruous logo of a Revolutionary War soldier snapping a football through his legs was replaced by an abstract profile. The red and white jerseys were replaced with silver and blue.

Worldwide sales of the Patriots' apparel has increased by 300 percent since the change. By the way, you may have noticed that New England has been invited to the next Super Bowl.

All change is not productive change. Ten years ago, the New York Jets dumped their green-striped, white helmets, so as to create a sartorial separation from Joe Namath, whose career had ended but whose memory was lingering a bit too much. The separation cut too deep. Since switching to solid green helmets and jerseys, the Jets have taken to injuring themselves during warm-ups and being fodder for David Letterman monologues.

Jerry Glanville, who fancied himself the Johnny Cash of football, became coach of the Atlanta Falcons in 1990 and immediately changed their red uniforms to black. Four years later, he was fired, and today the Falcons are still losers, and Raiders wannabes.

Some colors fail evermore

Early reviews on uniform design are always risky, particularly when players are involved. Last June, the Baltimore Ravens unveiled their new purple and black jerseys, reflections of Edgar Allan Poe's signature bird.

"You have to look good, feel good and then you play good," said Vinny Testaverde, the Ravens' quarterback. "I can't wait to play." One problem: Testaverde has had difficulty picking out his receivers throughout his career because of colorblindness. Who knows what he saw. The Ravens went on to become big losers.

The Dolphins, in Dan Marino, have a quarterback with no vision impairment. He says he likes the new macho aqua and the mean fish. Look good, feel good, play good - just be sure you know what you're seeing.

This is very serious stuff. The last thing the Dolphins want is for teams to come here and kick azure.