Similarly to how logos and branding are important for businesses and other organisations, logos are also vital for sports teams in conveying their values and ethos and in separating them from their competition. For sports teams, though, finding a balance can be a little more difficult, as choosing a logo requires the consideration of a whole range of stakeholders. For example, the fans may want something that represents aggression and a “win-at-all-costs” attitude, whilst sponsors may not be willing to pay to associate themselves with a brand that conveys that same message.
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