8/13/2023 0 Comments Guardians of traffic.What's the rationale in announcing the name change now, but waiting until the season ends to implement it?įandom is a very real thing. What is the team’s point of view on who they are? Does choosing something practically meaningless feel like a cop out? And what about alternatives that do a better job celebrating the city and its people versus clinging limply to a shred of what was? Ultimately, these answers are up to the team and the fans. However, this can also open up the brand to criticism. This allows the brand to ascribe their existing meaning to the name fairly easily. Guardians sounds familiar enough and at the same time doesn’t drum up a specific feeling or imagery. Part of the reason for the gross hesitation in making any change is fear of the fans’ resistance to it. From both a linguistic and connotation standpoint, they’re staying close to where they came from. Hessler discussed what goes into choosing a new name for a beloved team in an interview with VCU News.ĭid Cleveland nail it with this name change? “These things are highly politically charged so there is no real or clear ‘right and wrong,’” said Holly Hessler, a copywriting professor at the Brandcenter at Virginia Commonwealth University. A video accompanying the announcement was narrated by none other than national treasure and longtime Cleveland baseball fan Tom Hanks, evoking those sentiments. To Cleveland, the figures have come to represent the spirit of the city: resilient, hardworking and loyal. The bridge’s major architectural feature is eight figures representing the Guardians of Traffic, a familiar site to Clevelanders (and fans of the 1989 film “Major League,” which opens with a shot of a Guardian). “Guardians” is a nod to the city’s Hope Memorial Bridge, which sits just outside Progressive Field. The franchise clearly tried to cover all the bases with the new name. Last week, the Cleveland Indians announced they would move away from a moniker long criticized as racist and rename themselves the Cleveland Guardians, effective at the end of this season. Over the past 120 years, Cleveland’s Major League Baseball team has had many names.
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