I'd been waiting to write this as I did not hear the information myself and was hoping that Sports Radio 810 would get the segment podcasted for me to listen to, but they have not, so I'm going in a little blind here. So forgive me if I don't get the total context of the quote. Yesterday on Between the Lines, Robb Heineman was interviewed by host Kevin Keitzman about all things Wizards, including the Manchester United game and the team's new stadium. During the course of the discussion, Heineman mentioned that the team was "looking at rebranding".
I think most Wizards fans accepted that there would be at least one change to the team next season, and that would have been a re-done logo. The currently mostly word mark logo has been the team's primary logo since OnGoal's first full season in charge in 2007 and has been on the team's jersey since their new jerseys in 2008. Most people would consider the current logo an upgrade to the previous one that included a portion of a rainbow trailing a soccer ball.
Still a rebranding would seem to imply that the team will be doing more than replacing the logo. It seems like it would point to a name change and potentially a color change as well. Rumors of this change coming when the stadium opens have been running around for a while. One thought people had was that the team will change their colors more to match those of the scarf that was given to season ticket holders at the start of the season.
Other thoughts have thoughts have the name Wizards going out as well as the colors. There's been rumors posted in comments around the net saying that the Wizards will be changing to Sporting KC, or something similar to that. But in regards to that, I'm not finding any trademarks currently registered for Sporting Kansas City.
As for the rebranding, I'm against it. This team is the Wizards, has been since 1997. They've won an MLS Cup, appeared in another final, won a Supporters' Shield, and a US Open Cup all under the Wizards name. There's been a history that has developed with the name and with the supporters of the club. People can come out and say "well it's only 14 years" but all history needs to start somewhere and develop, my question is why throw that away, especially if it's for a Europoserish name like Sporting KC. That name does nothing for me except show a poor attempt to try and bring in fans of European league by giving the team a name that sounds like it's from Europe. These fans that they're trying to bring in were also the ones that complained about the jerseys originally, and the count up clock, and the shootout. Those went away, then they complained about the overtime, then it was the style of play and the time of year. These fans are always going to be coming up with excuses to support their European team over MLS, changing the name isn't going to bring them over.
I hope they don't rebrand the team, but I have a feeling they will be. Either way I'll continue to refer to them as the Wizards.