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The white jerseys included a dark blue shoulder yoke and royal blue numbers.

The helmet remained primarily red with one navy blue, two nickel, two royal blue, two white stripes, and white face mask.

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After being pushed to the brink of failure in the mid-1980s, the collapse of the United States Football League and a series of high draft picks allowed the Bills to rebuild into a perennial contender in the late 1980s through the mid-1990s, a period in which the team won four consecutive AFC Championships; the team nevertheless lost all four subsequent Super Bowls, records in both categories that still stand.

The rise of the division rival New England Patriots under Tom Brady, along with numerous failed attempts at rebuilding in the 2000s and 2010s, have prevented the Bills from reaching the playoffs since 1999, a 17-year drought that is the longest active playoff drought in all major professional sports.

The winning entry suggested Bills, reflecting on the famous western frontiersman, Buffalo Bill Cody.

Carrying the "frontier" theme further, the winning contestant offered the team was being supported by Frontier Oil and was "opening a new frontier in sports in Western New York." When Buffalo joined the new American Football League in 1960, the name of the city's earlier pro football entry was adopted.

There was no logo on the helmet, which displayed the players' numbers on each side.