MLS is keen to capitalise on the soccer frenzy that gripped the USA during the World Cup with record viewing figures and huge attendances at public viewing venues.
The three stars on the new logo demonstrate this point, representing ‘the core of the league’s brand moving forward: Club, country and community,’ according to David Bruce, MLS’ senior director of brand and integrated marketing.
The league is keen to tie in support for the national team and its ubiquitous #USMNT visible in social media, with the MLS franchises and the huge amount of work that is being done with integrating them into community initiatives.
The new design’s primary colors represent the United States and Canada, which together are home to every MLS franchise.
However, what is unique to this new imagery is its adaptability, “different from the crest of any other league in the world,” says Bruce. The logo’s colours are meant to be customisable, adaptable to each team while tying into the overall link to the league.
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.”
The new brand’s design is intended to say “soccer” without the literal ball and cleat (boot). “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). 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 launch coincides with the upcoming release of FIFA 15 by EA sports which will already feature the new logo.