Seriously Guaranteed Rate - you couldn't make the logo look like a home plate? Instead, like the Sox, you chose to stick with an underwater/upside-down house rather than to do things differently. Read this quote from Guaranteed Rate's CEO about their decision to not change the logo, and tell me you can't see this coming straight from the mouth of Kenny Williams about the White Sox:
"We've had it for 16 years, and we're not going to change it," he said. The Sox "asked us if we'd change it, and we considered it and looked at different logos," but "felt it was important to keep it the way it was, as much as some fans disliked the down arrow."I guess this is ideal synergy branding after all.