As somebody who does graphic design for a living, I guess I shouldn't be surprised by how consistently big brands and corporations get this process wrong, and yet, here we are. Telling your fanbase that you're dumping the team's history with a centerpiece visual that looks like it was taken from a free clipart site is not exactly the approach I would have taken. Setting aside the politics and emotional investment, from a design standpoint there's almost nothing redeeming about this new logo. It looks like something I would have drawn on a brown paper bag textbook cover in middle school. The C doesn't even read well as a letterform. The little "goatee" wedge on the bottom makes zero sense – it looks like it fell out of the opening in the C. It's hard to believe that this trainwreck made it past the first round of critiques, much less became a final logo. Speaking from experience, this reeks of design by committee, with the final call being made by somebody with lots of money and zero design experience.
Right but as an MLS neutral, we should be more perturbed by the disconnect between ownership and core fans - particularly in this example.
Correct! Also, Red 3 sez this new rebranded logo from their FO sucks! Checkers Crest for life!!! This. It is what us in Houston have endured for the past decade.
They haven't put single game tickets onsale yet to season ticket members. You'll probably have to buy on the secondary market.
As a neutral I’m more concerned about the actual soccer. Having adjusted to MetroStars becoming the Red Bulls, pretty much all other rebrand issues are superficial.
It'll probably have been said by the time I read to the end of this thread, but I'm pretty sure the little triangle, along with the point of the "C" opposite bottom, is a tribute to the crossed arms of the construction worker in the original logo. EDIT: No one said it! I really think this is exactly what the intention is. It seems clear to me. That said, it looks like some stupid, soulless NFL logo.
RUMOR: Buckeyes considering a rebrand to The Ohio State FC. pic.twitter.com/9q51dMrO3f— RedditCFB (@RedditCFB) May 12, 2021
Dial Square... Royal Arsenal... Woolwich Arsenal... The Arsenal... Arsenal FC. "Gunners" has never been anything more than a nickname. Newton Heath LYR... Manchester United. "Red Devils" has never been anything more than a nickname. Stoke Ramblers... Stoke Football Club... Stoke City Football Club. "The Potters" has never been anything more than a nickname, though at least said sobriquet was added to the club's official crest in 2001 (as of yesterday, the Crew identity should be so lucky). Columbus Crew... Columbus Crew SC... and now, alas, Columbus SC. Unlike the nicknames attached to Arsenal, Manchester United, and Stoke City, Crew was part of the official name of the Major League Soccer team in Columbus, Ohio from October 17, 1995 through May 10, 2021. For 25 years, 5 months, 3 weeks, and 2-1/2 days "The Crew" was more than just a nickname... it was officially part of THE name of MLS soccer in Columbus. Therein lies the problem of equating the likes of the mere nicknames you've cited with the Crew identity.
I said something along those lines namely: "I like the way both ends of the c look like strong arms photographed from above."
This ain't it either, looks early 2000's era with the faux 3D effects going on. I can see the owners wanting to put their own stamp on things and renaming the club to something more "authentic" to the sport (especially with them moving to a new stadium), but there was nothing wrong with the name or the logo. I mean if they really wanted to they could have just deleted 'Crew' from the current logo and centered SC, but this new one like so many others have said looks so generic/blah (they should have just made this a third logo teams have that they could use on t-shirts and hats).
The one and only thing I would change about the current crest is to either go all checkers or all stripes on the inside of the crest. Other than that, it's a great crest. It is a very Bayern Munich-esque crest, and I mean that as a compliment. A "C" logo (but not the one the Crew's leadership and marketing team introduced) would have been fine as an alternate/secondary/lifestyle logo. I posted this on the Crew forum, but this page shows an example of the St. Louis Cardinals (certainly a team that understands and markets its tradition) with several alternate logos on its apparel. https://www.mlbshop.com/st-louis-ca...2667830+z-9-3517283799?_ref=p-GALP:m-SIDE_NAV
Rumor has it that it was decided before Precourt left. Michael Arace: Who planned this anti-Crew rebranding? Anthony Precourt or Don Garber?