Whats in a name for the Edmonton Elks?
Edmontons CFL team announced this past week that it is now known as the Elks. The teams renaming efforts exemplify the teams transition from previous racialized branding. Such an exercise is underway for teams from other professional sports leagues too, with the announcement of a new name for Clevelands MLB team imminent. For Edmonton, Elks was selected among a shortlist that included Elkhounds, Eagles, Evergreens, Evergolds, Eclipse, and Elements. The name reveal is not a big surprise. The teams new name has historical significance. Elks pays homage to an earlier version of the team that preceded the CFLs formation. Additionally, Elks  like the other shortlisted names  begins with the letter E. The name demonstrates alliteration and facilitates continued use of their well-established double E logo. Repeating the first letter of successive words is a common branding strategy when naming sports teams. Think of the Buffalo Bills, Chicago Cubs, Los Angeles Lakers, and Pittsburgh Penguins. Animals are a popular choice too. Looking to the NFL, nearly half of the leagues 32 teams use animals as team names. Team names often reflect an animal indigenous to the region and those recognized as strong, fierce, and imposing. As a team name, Elks checks these boxes. The animal is large and robust while symbolizing resiliency by surviving among the harsh weather of northern Alberta. The prevalence of animals  as team names symbolically in combat  tests our knowledge of predators and prey. Trying to determine the strongest or most ferocious in the animal kingdom can be a daunting task. The teams corresponding branding announcement to replace the teams primary logo was unanticipated though. The team is maintaining its signature colours and apparently sought continuity with its rebranding, but the double E logo has been bumped to secondary status. Undoubtedly, the new logo  featuring an elk head  presents an opportunity to sell more merchandise. And the helmets will now feature elk antlers. Foam antlers are likely to become an accessory worn by fans. Still, the new visual representation of the team prompts questions. The new logo depicts a decapitated elk, wherein the animal head might represent a hunting trophy. The plan for antler adorned helmets  replacing the double E logo  is a surprise too. Elk antlers serve several functions, but most relate to mating. Loading... Loading... Loading... Loading... Loading... Loading...  Alternatively, the team might have been inspired by the iconic and unique helmets of the NFLs Los Angeles Rams. But the connotation of leading with ones head for a tackle is no longer appropriate. With mounting concerns about concussions sustained playing football, antlers and horns are becoming unsuitable visual representations. Likely unforeseen, but the rebranding efforts of Edmontons football team might serve to move attention from one controversy to yet another. Timothy Dewhirst is a professor and senior research fellow in marketing and public policy at the Gordon S. Lang School of Business and Economics at the University of Guelph. Read more about: