Colorado Stampede unveil colors, bison logo for new UFL team

Why it matters: A team's brand should give fans something to rally around — an unmistakable identity that extends beyond game day.

Driving the news: The team debuted its color scheme Sunday at Weidner Field, drawing inspiration from the state's geography and history.

• Brown for bison
• Gold lettering, representing mining history
• Burnt orange (officially "canyon red") to evoke the Garden of the Gods

The bison logo sports a "C" that looks stamped onto its forehead.

• Look closer and you'll spot a reference to Pikes Peak in white and a slanted "S" tucked into the horns — a nod to the Springs.

Zoom out: CU Boulder already has a lock on the gold and black buffalo motif.

• CU, North Dakota State University and the Buffalo Sabres prove a bison mascot doesn't have to come in brown.

💭 My thought bubble: For a city with such a distinctive landscape and identity, the Springs deserved an unmistakable new symbol.

What we're watching: The uniforms are still in the works, leaving room for a stronger look on the field.