CARSON, Calif. – MLS entered the next phase of their nearly 20-year history on Thursday with the unveiling of a new league logo.
The league moved away from the old design of a cleat kicking a soccer ball for a streamlined crest design. MLS’ new logo features a red, white, and blue design along with three stars in the upper left corner with three stars that symbolize “club, country and community.” The crest also boasts a slash through the center that bisects the logo into “two halves” symbolizing the 45 minute halves in a 90 minute soccer match.
“It’s great,” said retiring Galaxy forward Landon Donovan, who was featured prominently during the league’s rebranding campaign.
Added head coach general manager Bruce Arena, “It’s a fine logo. It sure looks nice.”
Galaxy defender Omar Gonzalez also chimed in, saying the logo is “cool.”
While the players and coaching staff were largely blasé about the league’s rebranding, club president Chris Klein stated that MLS’ new look and the #MLSNEXT campaign symbolizes the growth that the league has enjoyed as of late.
“Our league has changed a lot since its inception and I know that the logo has changed a bit, but I think that this is extremely representative of our sport and where we’re going” Klein told LA Galaxy Insider. “I think that ‘MLS NEXT’ is extremely appropriate for the sport in this country. We’re entering a new generation and this represents what we stand for—club, country and community. That’s something that all the clubs can get behind.”
While reception for the new logo has been mixed, perhaps the most popular element to the new logo is the unique customization across all MLS clubs. When the logo goes into use in 2015, it will be customized to each specific club with the primary colors of teams featured on the crest.
“This is first of its kind where a logo has the identity of a club built into it,” said Klein. “I love it. It shows that we’re all part of one league and growing this sport together, but it also shows our fan base that we have our own identity as a soccer nation.”
And for Klein, the development of the logo showcases the league’s growing sophistication.
“We are soccer in this country and now we have a shield that is very soccer specific and it shows our [maturity],” said Klein.
Adam Serrano is the LA Galaxy Insider. Read his blog at LAGalaxy.com/Insider and contact him at LAGalaxyInsider@Gmail.com.
