As it approaches its 20th season next year, MLS is introducing a new logo and identity system that it is hoping will express its belief in a limitless future for pro soccer in the U.S. Unveiled today in N.Y., the MLS crest is an amalgam of European tradition and modern design that utilizes red, white and blue colors. It also is adaptable in various shades across any jersey, licensed product, event or digital use. The shield is typical in soccer circles, but a slash that extends through the shield and extends beyond the perimeter is meant to represent the league’s trajectory. Three stars represent country, club and community. The bottom half of the shield is blank and adaptable. “We see it as simple, strong and something that speaks to the history of soccer in a modern way,” said Fire Owner & Chair Andrew Hauptman, who assisted on the rebranding. “The league is on the move and the sport is on the move in the U.S., so we wanted a new mark to reflect who we are and where we’re going.” The original MLS logo featuring a soccer “boot” and ball has been tweaked several times since the league launched in ‘96, but nothing dramatic beyond changing the original red and black colors to blue and green and removing the words Major League Soccer in favor of just the acronym. For the new mark, the league felt established enough to put out a mark that did not need to scream “soccer.” MLS CMO Howard Handler: “Modern brands don't need to be obvious. Look at Nike, Apple or Starbucks. … We don’t need to explain the business that we’re in. We wanted something representative of the modern sports league we believe are.”
NEW LOGO AVAILABLE IN "FIFA 15": MLS is introducing the new logo today since it is part of EA’s popular “FIFA 15” video game. Early purchasers could download the game this morning with new MLS marks. The game will be available at brick-and-mortar retail on Tuesday. Jerseys for expansion MLS teams NYC FC and Orlando City will be introduced in November and carry the new indicia. The new game ball from adidas will carry the new logo and hit stores in December. The new trademark will not be seen on MLS fields until next season. “We wanted clubs to concentrate on soccer for now,” said MLS Senior Dir of Brand & Integrated Marketing David Bruce. “In the past, we had a logo. What you see now is a system that works for all of our stakeholders.”
