Many of you may think that new logos aren’t a big deal. But when you watch as much football on TV as you and I do, we want to make sure that the image that’s burned on our retina is a decent one!So today Setanta Sports unveiled their new logo (pictured right). It’s drastically different than their previous incarnation (see here).What does the new logo say to me? My first impression was that the colors are almost identical to Fox Soccer Channel’s logo (see here). While I’m positive this isn’t intentional, they could have picked colors to differentiate themselves from the competition.The logo, to me, also communicates technology and youth. The font used reminds me of video games and a brand new dawn for the company. It also hints at a strong technology play with broadband. All of these things combined creates a feeling of youth.What are your thoughts and do you care?