Logos, branding can generally be tricky issue in high school sports | Opinion

Long ago, there used to be a theory within the marketing arm of Coca-Cola. If someone in any location on Earth were to encounter one of its trademark contour bottles on a public sidewalk, even if the bottle were shattered into pieces, the person could recognize just the same it was a Coca-Cola product. Thus the reach of arguably the world’s most iconic brand with its one-of-a-kind packaging. That is the hope when you have a logo — like the Coca-Cola script — or the branding — like that bottle — that it’s so unique it sets you apart. That’s not necessarily true, however, when you delve into sports logos and branding. Especially at the high school level. It’s one of...