if they want to get away from the whole "rebel" thing, then they need to go ahead and change the name. period.
they need to officially change the name/mascot of the sports teams to land sharks, black bears, whatever they decide to use. and they need to do it fully. no more special this or special that. change it, be done with it, and stop pussyfooting around. they should get rid of ANYTHING that says or suggest "rebels". they should stop selling any type of merchandise with the word or likeness of "rebel". it should all be destroyed and they should create new merchandise with the new name/logo/mascot. just wipe out the old COMPLETELY and start fresh with the new. and then never mention the old name again.