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Question about New Era "alternate logos"


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Just noticed that New Era has a Steelers hat with an "S" logo I've never seen before. I also remembered that the Cowboys have a "D" logo and the Bears have a "B" logo, both of which I've only seen on New Era Sideline hats. Are these three actual alternate logos, or are they just designed by New Era for their products, and if the latter is true, wouldn't that be a huge violation of the style guide and teams' branding?

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