I was wondering about this today and was not really sure what section to put it in (or if this has already been discussed feel free to let me know, I couldn't find anything on it). Why does hockey have such a high rate of brand identity changes when compared to other sports (I suppose mainly football), and why is this so allowed. It seems every year there is a new logo or updated logo to least one team, as well as new colors and new jerseys and new alternate jerseys. Why does hockey experience such a high amount? When I look at football I can hardly pinpoint one drastic logo or color change (the falcons logo tweak being the most recent?). Any insight or thoughts why? I understand it is a great way to generate more money, but at the same time you can really confuse people who do not follow the sport as closely as others by always changing your teams look.