MLS on Thursday rolled out a new logo as part of its rebranding process, and the new crest "performs well," according to Graham Parker of ESPN FC. If it "loses something in its ability to be all things to all people (and platforms), it's at least true to another buzzword around the league, not mentioned today, but prominent in how MLS sees its own culture -- it's 'nimble.'" This is the "expansion-happy MLS moment, and the mass of different colored crests on the photo backdrop looked like nothing so much as a prospectus for potential owners to choose their choice of trim on the basic model" (ESPNFC.com, 9/18). But SI.com's Brian Straus wrote the new logo "certainly doesn’t scream 'soccer.'" In fact, it "doesn’t scream much of anything." It is "designed to subtly capture the league’s priorities and ideals." Whether a good logo "should require much explanation can be debated, but MLS is eager to tell the story" (SI.com, 9/18). Freelance designer David Chaffin said of the logo, "The one design element I don’t get is the slash extending past the shield. Is it a kickstand? Is it tail? Whatever it’s supposed to represent, it reminds me of a pin, making the shield look like a button." Graphic designer Brian Price said, "I am having a hard time grasping the blankness here. I do not have a suggestion at this time that would have made it better, but to leave it blank feels unfinished." Dallas-based MarketChorus UX & Creative Dir Stephen Edmondson: "An empty white crest on a white background feels like we’re missing something" (DALLASNEWS.com, 9/18).
LEAGUE IS GROWING UP: In Boston, Adam Vaccaro wrote, "While I don’t have a great sense for design, I’m not sure I even like the new logo. But I do find the switch itself interesting." It conveys that MLS, which is "calling the rebranding effort ‘MLS Next,’ thinks it’s entering a new era." That "makes sense, in the context of a league that looks like it’s growing up" (BOSTON.com, 9/18).
