Change is inevitable and, oftentimes, beneficial to a sports franchise.

After 45 years, it was time for the Winterhawks to freshen up their logo and, in corporate speak, create a new “brand identity.”

Political correctness provided a push for Portland’s major junior hockey club to move away from its Native American-based logo — borrowed from the NHL Chicago Blackhawks when it moved to the City of Roses in 1976 — to an approach based on the “hawk” part of the team’s nickname.