This week, the Cleveland Browns football team made a big deal about announcing new colors and an new team logo.

The change is barely a change. It is really insignificant.  It is a slight modification, at best. And according to ESPN, it was the result of two years of surveys and focus groups! Are you kidding me? How much money and time was spent on it?

First, if your logo is classic and iconic and beloved, you probably shouldn’t change. But if you make a change, it needs to be a serious difference to justify the change and the costs and the potential impact on consumers/fans. If you only change it a bit, why did you need to change it in the first place?

The “change” has been rightly ridiculed. See for example: What if the Cleveland Browns redesigned every NFL team’s logo?


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