How sports institutions have overhauled their images in the past

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.

Related Stories