Sporting organisations very rarely change their logo, but if they do, it is generally met with great support, or great resentment. The badge on a shirt represents all that a team strives to be and the values it represents. History generally dictates only minor changes to a team logo over the years, in order to maintain the prestige, association with past success and to move with the times.

Earlier this week, to coincide with a move from one city to another, the Florida Marlins were rebranded the Miami Marlins. Accompanying the change of location is a change of team logo (see below). The question, for me, is does this identity really reflect the brand of a sports team? In my opinion, no, it doesn't. It could quite easily be a new Six Flags theme park logo, with the Marlin being pretty much unidentifiable from the original. The other issue is whether the new identity presents a determined and strong franchise, or a team of push-overs? Where is the aggression, the steel, the presentation of a team that digs deep and is tough to beat? 

(Left) Florida Marlins logo. (Right) Miami Marlins logo.

The feedback, across a variety of sources, is pretty much 50/50. A lot of the negative comments focus on the 'immaturity' of the logo, whereas others are embracing the unique approach.

It takes me back to the early 2000's when the Toronto Blue Jays rebranded themselves. The powers-that-be believed that their franchise identity wasn't portrayed as a team that should be feared. So they set about changing that preconception and gave a lot of consideration to how they could make their key identifier, the blue jay, more aggressive and menacing (see below). Some would argue that the reincarnation of the blue jay is more eagle like, but there is no denying that the change presents, from the outside looking in, a much more ambitious and determined team.

(Left) Original Toronto Blue Jays logo. (Right) Current Toronto Blue Jays logo. 

Logo refinement appears to be much more common in American sports whereas, in Europe, much more attention is paid to retaining a firm connection to the brand that preceded the amendment and historical values.

Could crowd sourcing ever play its part overturning, or being the key ingredient, in developing franchise brands. It is certainly an interesting consideration following the Gap debacle earlier this year and would be comparable to giving the fans an ultimate say in the way that their team is perceived.