Updating Your Team’s Logo – A Franchise Saver?
So your team just came off of one of the worst seasons in franchise history. Ticket sales are projected at an all time low for the upcoming season. The team’s superstars are grumbling and upper management is enforcing strict parking space rules at the practice field. What can the franchise do? How do they erase the sting of a horrible season in the player’s and fan’s eyes alike? Simple…You change your logo.
In case you haven’t figured it out yet, the Detroit Lions unveiled their super amazing stimulus plan for their follow up to a disastrous 0-16 season and along with overpaying for Matthew Stafford, a quarterback who has never taken an NFL snap, they redesigned their football jerseys and logo.
So this led me to think - what is the actual effectiveness of changing the team’s logo’s, color schemes, and uniforms after a dismal season.
We will take a look at the last 2 uniform changes in each of the 3 major sports, and the impact it had following their prior season.
Major League Baseball
The Team: Tampa Bay Rays
The Year: 2007
The Record: 66-96 (.407)
What they Changed: The Tampa Bay Devil Rays decided to see if they could get God on their side and removed the word “Devil” from their official name.
The Result: It appears that God was pleased as he beamed down a 97-65 record on them, leading them towards the promised land of the World Series. They eventually lost to the Philadelphia Phillies, but recorded the highest win total in franchise history.
The Team: Arizona Diamondbacks
The Year: 2006
The Record: 76-86 (.469)
What they Changed: The D-Backs finally joined the 20th century and got rid of the Teal and Purple that had been their main color scheme since inception. They went with what is described as “Sedona” red and black as their main colors. Even if it didn’t mean more wins on the field, the color change definitely meant that less Diamondback’s fans got beat up for wearing their team’s colors.
The Result: Diamondbacks fans had something to cheer at as their team went 90-72 and took first place in the National League West. They swept the Chicago Cubs in the NLDS, but eventually ran into a buzz saw called the Colorado Rockies…who ironically have purple uniforms.
National Basketball Association
The Team: Atlanta Hawks
The Year: 2006-2007
The Record: 30-52 (.366)
What they Changed: The Atlanta Hawks have had countless uniform changes over the years, but have predominantly displayed a bright red and horrible yellow look prior to their most recent change. Their new basketball jerseys incorporate Navy Blue, Red, and Silver as well as a more menacing image of a hawk.
The Result: While not as positive as the changes for the D-Backs and the Rays, Atlanta did improve their record in the 2007-2008 season, squeaking their way in to a playoff berth and promptly getting eliminated by the eventual champion Boston Celtics.
The Team: Cleveland Cavaliers
The Year: 2002-2003
The Record: 17-65 (.207)
What they Changed: After coming off, arguably one of the worst seasons in the history of organized, professional sports, Cleveland needed a face lift. They decided to ditch their clip art style basketball logo with a more accurate representation of their mascot.
The Result: The 2003-2004 season showed almost a complete turnaround for the Cavaliers as they were able to pull out 18 more wins than their previous season. While we would like to attribute this to their uniform changes, I think that the 2003-2004 season for the Cavs will be remembered more for the addition of Lebron James rather than some much needed color changes.
National Football League
The Team: Atlanta Falcons
The Year: 2002
The Record: 9-6-1
What they Changed: Despite a very successful season which included a playoff win over the Green Bay Packers before eventually losing to the Super Bowl runner-up Philadelphia Eagles, the Falcons decided to change their logo and represent a fiercer, bolder bird of prey on the side of their helmet.
The Result: The uniform change turned out to be all for show as the Falcons proceeded to go 5-11 the following year, finishing last in their division.
The Team: Denver Broncos
The Year: 1996
The Record: 13-3
What they Changed: The Broncos decided to ditch the royal blue and pale orange look for a fiercer, more defiant color scheme of navy blue and dark orange. Despite, their stellar record in 1996, they felt they needed a little push to get them that playoff win and a uniform change was just the boost they needed.
The Result: It turns out that this insane thinking in the Mile High City turned out to be ok as John Elway and his Broncos eventually won the Super Bowl over the Green Bay Packers, despite finishing with one less win than the previous year.
So what can the Lions hope to expect with this brash new uniform change? Well, unless Matthew Stafford turns out to be the Lebron James of the NFL, I don’t see this team crawling out of the NFC North Cellar any time soon.










