MLS has a history of, shall we say, questionable branding. Some of the original team names and uniforms should be the stuff of sports management cast studies. Things are improving (certainly the uniforms are much better), but problems still remain, particularly with team identities. With 2 new teams entering the league (both with interesting names) and another one rebranded, this pdf seemed especially timely -- it's a comprehensive look at how the Charlotte Bobcats created their identity. http://www.nba.com/media/bobcats/Bobcats_Brand.pdf A two things that stick out for me that should be emulated by future MLS teams: Involve the community early. More than 1250 names were submitted from the community (and you'll see some great rejected ones, like "Bling", "Traffic", "Mints", and "Bankshots".) The Top 10 names were chosen by focus groups in the area. Just a hunch, but I don't think Real Salt Lake went through such a process. Test and revise to create something new, yet familiar. Look at all the different logos and uniform designs. There's a quote in there that says "Progressive and Classic" that describes their aim well. This is what I want from the new uniforms/team names, instead of trying to emulate European teams. We're an American soccer league, which means you should borrow elements from both traditional American sporting culture and the soccer culture.