Los Angeles Rams COO Kevin Demoff is pairing philanthropy and fun with respect to the latest reactions to the team’s logo change.

The Rams and a local ABC affiliate held a virtual telethon fundraiser to combat the coronavirus pandemic and benefit organizations like United Way and the Los Angeles Food Bank, with Demoff saying he would read mean tweets if fans raised over $2 million.

Demoff will have to be true to his word after over $2 million was raised with over three hours to go, and he mused on Tuesday he had to find some of the best mean tweets to read:

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The rebranding has taken tons of flak in recent days, though Demoff said the organization was hoping to pay homage to the past while also having the semblance of something new (via Rich Hammond of The Athletic):

The much-anticipated reveal took place Monday. The Rams will return to being a blue-and-yellow team, with hues that are similar to the popular color scheme of the 1980s but more vibrant. The Rams also revealed two logos, one with a slanted “LA” intermeshed with a horn, and a secondary logo that features a stylized interpretation of a ram’s skull.

The primary logo will be controversial, which Rams chief operating officer Kevin Demoff understands. Change always is, and the Rams weren’t helped by the leaked image of a hat — designed by New Era to be used at the NFL Draft — that distorted the color and symmetry of the logo, which incorporates white and yellow as a nod to the evolution of the Rams’ colors since the 1940s.

“One of the lines that really stuck out through this entire process,” said Cory Befort, the Rams’ director of creative services, “was this idea of really respecting the past while representing the future.”

Fans might not be happy with the team’s new look, but Demoff and others should be applauded for helping to spearhead such a tremendous fundraising effort while also making light of criticisms.

Of course, the criticisms will be forgotten if Los Angeles bounces back this year.