Every name is being used somewhere, from Singapore to Saginaw. How does the logo look reduced to the size of a bug on TV? Do your team captains like it? Does the design have staying power? Is it iconic?Īfter the design process is complete, the trademark lawyers conduct a thorough international search on the name.
But after the field is narrowed to a reasonable number, the design process begins - months of exploring logos, wordmarks, uniforms, field designs, merchandise concepts. This is the pivotal moment of the process which criteria take precedent, then grading each name.
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(Washington has reportedly hired the agency Code and Theory to work on its rebanding.) A firm’s typical grading system uses the following criteria to narrow the field of names down to a manageable few: Given the high stakes to find the right name for Washington and Cleveland, they might spend low-six figures for this expert advice. He came up with three names before selecting the Golden Knights.īrand experts: A handful of brand agencies have strong tools in place to mine new names and objectively evaluate them. Vegas Golden Knights owner Bill Foley was inspired by his military background when he set out to name his new NHL franchise in 2016. If they are open to bouncing their ideas off brand experts, this option is workable. Once they lock into a name they like, even a bad one, it’s difficult to change their mind. Team owner names it: Owners might not handle rejection well. The team might find a few nuggets among the thousands that were submitted. The best way to involve fans is to ask for submissions, which Washington did on its portal. Remember the San Diego soccer group that asked the fans to name its potential MLS expansion team? Result: San Diego Footy McFooty Face. Here’s how the Washington and Cleveland franchises might approach it.Ī fan contest: A good idea that can go bad. Add in names previously registered as website domains or Twitter handles, and you have a lengthy legal process before getting to the finish line.įinding the right name takes time, patience, a flawless process and clear direction from ownership. How about the Cleveland Rockers? It was also registered last summer (after the trademark was abandoned in 2006 by the WNBA). Think the Washington Redhawks are in the clear? A trademark application was filed for that name last summer, perhaps by a law firm covertly representing the team or by an enterprising fan hoping to sell it for six figures. Nearly every word in the English language has been trademarked by the U.S. Owners may want to exert control over the name given that, well, they own the franchise. Add players as vital partners in the new brand decision. There is a huge revenue number forecasted for sales of the newly branded merchandise. Fans and media sit in judgment on your long-awaited selection. Unlike when naming the latest tech startup, there is fanatical attachment to the original team name. Renaming a team with deep history is even more treacherous. The Kraken name launched 19 months after the franchise was approved by the league.
After an NHL expansion team was granted to Seattle in 2018, I helped shepherd an exhaustive process that carved out the Kraken brand from a list of 1,200 prospective names. The reality is, the process to find the right name for a sports team is grueling, onerous and tedious, and it comes with career peril. Someone will come up with the right name, a moment of epiphany when everyone shouts, “That’s it!” Everyone’s brimming with ideas and positive energy, ready to collaborate on this epic creative process. You corral a bunch of creative folks in a room with a big whiteboard, sip a few cocktails and brainstorm. How hard can it be? Everyone has named a child, a dog, a boat or their Twitter handle. Selecting a new name for an existing sports franchise sounds like a fun exercise.