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How sports institutions have overhauled their images in the past

Dana Jacobson

July 18, 2020 |

CBS News |

Broadcast TV News |

5-15 Minutes

Response Location: United States, Washington, District of Columbia

Renaming the Washington Redskins to remove a racist name and logo will require a difficult and delicate process juggling a host of issues that other professional and college sports franchises have successfully navigated in the past. Often a years-long process, rebranding involves choosing a name and color scheme that replace the harmful imagery with a positive name that passes trademark tests, wins fan support, maintains brand equity and continuity built over decades, and can be reduced to a simple logo that looks good on helmets and in all media, from TV screens to smartphones.

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