I think I understand.  To me, it appears that the video will be used for the National Anthem, some opening video package, and possibly instant replays.  When those are not being shown, they possibly could put this logo

on the scoreboard.  It's seems like an great idea at first, but I can see at least 2 potential flaws. 

First, the video display itself does not look as if it takes up the full screen from left to right. For instance, the American flag listed above is not spread all the way across. 

What happens when the color begins to fade?

The Herd better hope that you can see the screen from extreme angles as well, or else it will not look good on them (the designer or designers). That seems to be a flaw with these large screens. Unless they are plasma based, you can only see them from a limited field of view.