I've never understood the cutesy "Blueland" thing which Atlanta uses as a sometime secondary reference point for the club. I guess it is supposed to represent those hideous blue uniforms which used to be alternates before they became home darks. Less than hideous when comparing them to the road whites, and most certainly the new "thirds", but hideous nonetheless.
Someday perhaps a new ownership group will come together and bring some uniformity to the design. And the management team. But I digress.
Of all the issues the team may have on their plate, here's the important one: If you're going to widely use a term, any term, but in this case "Blueland", you may want to secure the rights to this before jumping in with both feet.