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.
the Charlotte Aztecs? the Charlotte Clashers? that is an interesting read of what can be accomplished with time and the desire to do things right. Tony
....With 2 new teams entering the league (both with interesting names) and another one rebranded......... The challenge for MLS Teams is that they have 3-4 different audiences that they need to appeal to with their branding. Selecting a logo and name is just the beginnning of the process. After that each of the teams have to develop niches in their individual cities within the sports/entertainment market. Typically a MLS Team has to consider four distinct groups: 1. Diehard passionate soccer fans....traditionalists. 2. Recreational soccer fans...soccer moms & kids, non-traditionalists. 3. Hispanic fans....majority in the US from Mexico...can the brand crossover. 4. New fans, media, and the market/population as a whole...can we grow the business with our brand, does it stand out from the clutter. Do they know who we are? Does it inspire passion? The team that does not have to cater to all four is Chivas USA. They are working with an established brand within the largest Hispanic market in the United States. The team will live or die on walkup...just like in Mexico.
Their top 10 names were: Aviators Bobcats Condors Cougars Dragons Flight Royals Spiders Stallions Thunderbirds They also said that the name "Flight" tested very well. Man, I have never heard of a name that sounds like it belongs in the WUSA more. Of the above 10 names, Aviators, Dragons, and Royals are probably the least worst. Did anyone else notice that 'United' was a name that got suggested?
Orange? Orange? MLS don't need no stinking orange. White's the color - that's where the future is. Neither FC Dallas or Real Salt Lake went thru this Fan-friendly but exhaustive process. For 2 reasons I woudl guess. Its expensive and time consuming and second, they weren't really that interested in doing it. Nor did they go to such lengths to describe how the decisions were made. The FC Dallas logo was made by a Firefly Designs in NYC. Probably Real Salt Lake too. I doubt there is a whole lot of soccer knowledge or appreciation of its history floating around in their office. Though there are a few odd logos. The RSL logo is good. The Chivas logo came with owner. The FC Dallas logo is slick and nice looking but devoid of character in my opinion. But back to the Bobcats - the name fits the NBA scheme. The color scheme is nice and more original. As far as NBA teams go, it fits well. But I couldn'tcare less about the NBA
This was a very informative and thought-provoking document. I'm pleased to see the organisation felt proud enough of it to make it public like this.
Yeah, I noticed that. Of course, they would certainly call them "The United" which some people try to do with DC, before they get beaten over the head with a blunt instrument, but that would make it all the more difficult to promote the proper use of "United." Flight is horrible, and I found it strange that it was one that tested well. Of course, with any of this, you just have to wonder the makeup of these "focus groups." If an MLS/A-League club ever did something like this, I doubt very much that many people like the "average BigSoccer poster" would be invited. If you stack the group with upper-middle-class suburban pre-adolecent girls, you are guaranteed to get a WUSA-esque name. This is my rating of the top 10, not that it matters: Good: Condors Cougars Thunderbirds Acceptable: Aviators Bobcats Dragons Royals (used for too many other teams) Spiders (at least somewhat origninal) Stallions (Rocky Balboa as the mascot?) Terrible: Flight
You can't imagine how confusing the name Bobcats is 'round these parts. I see a headline in the sports page and I thinks it's going to be an article about Ohio University. Only its about some NBA team in Carolina. What gives!
Flight is pretty good, I think for a Charlotte team. Ties in with the Wright brothers and basketball and some of the treatments in the PDF weren't bad.
Flight has problems. But I actually like it more than any of the others listed in the top 10. I have lived 4 years in NC. Is the airplane still on the license plates? Of course I liked Raptors too, so maybe you shouldn't listen to me.
They'd have caught hell from the University of Richmond if they went with Spiders as the mascot because of regional proximity and because basketball is the sport that they (we) are most known for. Bobcats isn't such a horrible name but the fact that it in large part seems to have been chosen out of the owner's arrogance irritates me. It's been said that DC United honcho Kevin Payne was largely responsible for naming the team "United." I shudder to think if he'd had Bob Johnson's ego and named them the "Payne Train" or something like that.
--I'm sure Bob Johnson's ego played a part, but bobcats are pretty common in the Carolinas. http://wildwnc.org/af/bobcat.html
im from nc and flight was going to be the name because of rumors of micheal jordan have soemthing to do with the teams management and ownership and of course the whole 'first in flight' deal. i like the name bobcats. yeah it has 'bob' johnson's name in it but i think it complements the carolina panthers well. its like atlanta, all birds, falcons, thrashers, hawks. if nc ever gets a baseball team count on them being the carolina cougars. i hope the bobcats are sucessful because for once we have an owner that cares about the team and especially the fans!