Houston Astros: 10 Reasons Why Name, Logo Change Is a Fabulous Idea

The Houston Astros are going through changes. There will be depressingly-low expectations for 2012 as they rebuild and then a transition to the American League in 2013.

Amid this upheaval, the MLB squad ought to be renamed.

"Don't jump to any conclusions", first-year team owner Jim Crane told the media on Jan. 23, but this is something that management is seriously considering.

Obviously, remaining as the Astros and winning would be more beneficial than switching some letters around and unveiling a new logo.

However, given the current state of this organization, now is as good a time as any to be having this discussion.

Distance the Club from Its Mediocre Past

Initially as the Houston Colt .45's and since 1965 as the Astros, this club has had few memorable seasons.

After 50 campaigns, it has managed only eight playoff appearances, one National League pennant (swept by the Chicago White Sox in 2005 World Series) and zero championships.

Jeff Bagwell, Lance Berkman and Craig Biggio made All-Star teams. Roger Clemens, Roy Oswalt and Nolan Ryan had some stellar performances.

Overall, though, most predecessors of current Astros underperformed.

Current Name Is Outdated

I get it—the space program was a huge deal in the 1960s when the Houston Astros franchise came into existence.

But not anymore.

Aside from being influenced by location, team names should be timeless so that future generations of local fans can genuinely connect with them.

In fact, this organization's executives should make timelessness the only prerequisite. It has worked rather well for the fans of this past year's World Series clubs, the Texas Rangers and St. Louis Cardinals.

Scratching the old name will pay off in the long run.

What It Did for the Tampa Bay Devil Rays

Rewind a few years to 2008, when the Tampa Bay Devil Rays dropped the "Devil" and took the leap from cellar-dwellers to American League champions.

Their 31-win improvement from the previous season is obviously not guaranteed for 2013's Houston-based team. On the other hand, we can't ignore the similarities.

Brad Mills—like Tampa Bay's Joe Maddon—will finally have a few years of MLB managerial experience under his belt by next year.

Also, the youth on Houston's roster is familiar. Great health can be expected of players in their 20s, and in the Rays' case, it was the primary reason they were able to maintain a high level of performance through October.

The third resemblance will be a lack of pressure on the team to win. While Houston fans are far more committed to baseball than South Floridian ones, they won't be expecting a playoff run.

Don't underestimate the motivational potential of a name change and the way it can manifest itself on the field.

New-Look Team

Most veteran Houston Astros have been dealt over the past several seasons, and the rest—Carlos Lee and Wandy Rodriguez—will go sometime during the summer.

This isn't your father's baseball team. Heck, it isn't even your older brother's!

Doesn't it seem sensible to allow the name change to coincide with the departures of the graybeards and rise of Jason Bourgeois, Jed Lowrie, Bud Norris and Brett Wallace?

Considering the barrage of recent transactions, I believe so.

Boost in Merchandise Sales

Usually, propositions like this name change would have far-reaching effects if implemented, including making old uniforms obsolete.

The infamous "rainbow" uniforms would be immune, I suppose. Those jerseys are as fresh as any in league history.

However, most faithful fans would be compelled to go out shopping for apparel bearing the current team's name.

This organization should tag every product imaginable with the new letters. It's a way of hiking up prices without having to face criticism.

Ultimately, that revenue would reappear on the payroll and help management assemble a formidable roster.

Brighter Visuals Draw More Attention

The Miami Marlins unveiled their new logo earlier this offseason, and there was somewhat of a mixed reaction.

A slight majority found it unattractive, but that's not important. Dissemination is the goal—forget universal appeal—and from that standpoint, the club has been successful. 

The colors don't necessarily need to mesh well so long as people know whose colors they are. Non-fans associating a particular shade with your team is an indication that awareness is high.

The Houston Astros logo, meanwhile, does not leap out at you.

Give the art department a re-do.

Excuse to Eliminate Junction Jack

Junction Jack has been the Houston Astros mascot of the 21st century (since they moved to Minute Maid Park in 2000).

I just don't like him. Or mascots in general.

Winning teams keep their fans entertained without animal costumes, and eventually, Major League Baseball in Houston will be respectable again.

Follow the lead of the New York Yankees and stop with this gimmick.

Free Agent Appeal

In case you haven't noticed, most professional athletes are selfish.

I don't mean to portray them as villains. Realize, though, that the possibilities of being the Houston (insert new name here) franchise leader in something or a member of the first Houston (new name) team to reach the World Series would be incentives for them to sign a deal.

Houston already has the population and endorsement opportunities to lure top free agents. With a new name, this franchise could actually ink a contract or two and bring in players to compliment its talented core.

Keeping Up with the Texas Rangers

In a half-dozen years, the Texas baseball market has flipped 180 degrees.

In February 2006, for example, the Houston Astros were preparing to defend their National League title, while Texas Rangers supporters were still mourning the loss of superstar Alex Rodriguez. Their greatest joy came with booing him on his returns to the Dallas-Fort Worth metropolitan area.

Presently, the Rangers are on the brink of a dynasty. Their team continues to get stronger, and ticket sales reflect that.

Honestly, the Houston Astros need to get themselves in the news again and remind Texans that this is still a two-team state.

Although this franchise may not be able to advertise victories, they can tempt their fans with a young, energetic squad...and a new name.

Jim Crane Can Do No Wrong

Owner Jim Crane is making an awesome first impression with his fan-friendly intiatives that will be adopted in 2012.

He shouldn't be having any second thoughts about this name change, either.

Before pulling the trigger, he is consulting marketing experts. Yet another wise move.

But when the dust clears, I expect him to go through with this. It would send a positive message to his fans that he is a proactive leader.

Patience won't reel in a profit—or a championship—anytime soon. This guy understands that.