MLS Unveils New Logo
By Community | September 18, 2014
Major League Soccer (MLS) have unveiled their new logo marking the 20th anniversary for the league in 2015.
The new logo features an updated crest that ditches the old design in favour of a customizable logo that has personalized colour schemes for each team in the league, prostate as well as a standard scheme for the league.
“The new brand’s design is intended to say “soccer” without the literal ball and cleat,” reads a press release on the MLS website, part of their “Next” rollout. “In the end, we decided that the inclusion of a ball and cleat is unnecessary as it dates us very quickly (due to the fast pace of innovation in our game) while many other ways exist to signal we are a soccer league. Our new brand will build meaning over time so that our new crest signifies soccer in North America and has a unique place in global sports.”
The new crest, in the form of a shield, similar to the NFL and NHL logos, bears the MLS name in the top left corner as well as a slash extending from the top right through the bottom left of the crest, which separates the dominant colors. The top half of the crest also contains three stars, which represents “for club, for country, and for community.”
According to the MLS website, the slash, “refers to soccer’s speed and energy. The slash begins outside the perimeter and drives upward at a 45-degree angle to illustrate both the nonstop nature of our game and the rising trajectory of our league. It bisects the crest to create a “first half” and “second half.”
“We have etched a new milestone in our future today – a culmination of the many monumental changes that have positioned us for rapid growth,” said Howard Handler, CMO, MLS. “In the last 18 months, we have introduced new teams, new soccer-specific stadiums, an eight year, multi-million dollar media rights partnership, and our owners have made significant investments to sign world-class athletes. Together, these elements have led to the realization that our current brand is no longer a proper representation of the league we are and want to become.”