When Gap introduced — then quickly retracted — a widely rejected new logo in late 2010, it gave us all a lesson in the high cost of undervaluing how customers feel about brand identities.

The UFC announced a new logo recently. See what changed? I’ll give you another try. Okay, here’s a hint: the ‘C’ is more angular, and the inside of the ‘U’ might be a little straighter ...

I think our logo isn't as splashy as the Lake Highlands logo, but it is an appropriate design that captures the main features of the community. Advertisement sounding off form ...

The devil is in the detail. As Sportslogo.net pointed out, the current logo, which went into effect in 2015, is a white tree behind a red Capital S.