The U.S. Patent and Trademark Office this week issued a non-final denial of the trademarks “Las Vegas Athletics” and “Vegas Athletics,” but the team has no intention of rebranding when it moves to Las Vegas in 2028.

Franchise officials say they remain confident the trademark issues will be resolved as the relocation date approaches. The A’s are currently playing a three-year stint in Sacramento before their new ballpark along the Strip opens.

“I think you have to look at each situation, but the (A’s) brand is so strong and so ingrained,” said Don Logan, president and COO of the Las Vegas Aviators, the A’s Triple-A affiliate. The Aviators themselves rebranded in 2019, changing from the 51s to their current name and logo when they moved from Cashman Field to Las Vegas Ballpark. That doesn’t mean the major-league club should follow suit, Logan said.

“I was talking with someone the other day about Sandy Alomar and Cleveland. The first three times I referred to it as the Indians, because try as they might to be the Guardians, in my mind as a lifelong baseball fan, it’s the Cleveland Indians,” Logan said. “It’s the same way with the Athletics. People don’t give them enough credit, but they’ve had tremendous success through the years. I think it’s too strong a brand.”

The Athletics’ history dates to 1901, and the franchise has moved multiple times, but the nickname has remained constant. Last season, while playing in a Triple-A facility in Sacramento, the A’s held a Hall of Fame ceremony honoring former pitchers Tim Hudson, Mark Mulder, and Barry Zito — the “Big Three” who led the team to playoffs from 2000 to 2003 — as well as legendary broadcaster Monte Moore.

“That was an emotional day,” said broadcaster Ken Korach, who is about to begin his 31st season with the franchise. “Those guys were really moved. Even though the team was in Sacramento, they knew they were being honored by the Athletics franchise. That’s the sort of history we’re talking about.”

Korach added, “We all had a transition and adjustment going to Sacramento, but when I walked in that clubhouse, it was still green and gold and the staff was the same and I thought, ‘You know what? I’m still broadcasting A’s baseball.’ That was an important thing.”

While a full rebranding is off the table, Logan suggested that a refresh of the team’s visual identity — such as updating the typeface or how “Athletics” is presented — could be possible. But the core name and colors are staying.