The Major League Soccer (MLS), is the professional soccer league representing the sport’s highest level in both the United States and Canada. Major League Soccer was founded in 1993 as part of the United States’ successful bid to host the 1994
FIFA World Cup. (source: wikipedia)
Over over 4,000 matches have been played since the inception of the original MLS logo. Commissioner Don Garber said, “As we start our 20th season, we will begin the start of our second generation of growth.” (source: ESPN FC)
With this in mind the MLS kicks off its new brand identity with the “MLS NEXT” campaign.
What is MLS NEXT? “Next. It’s a word that nods to the future with a wink to the past. Next year. The next generation. It reminds us that tomorrow is more important than yesterday and that the best question you can ever ask is: What’s next? At MLS, we’ve been asking What’s next? since the league’s founding nearly 20 years ago. And recently the answers have been exciting and remarkable: new clubs, new stars, new media partnerships, new stadiums, and new fans. It’s all part of what’s next. And it deserves a new brand identity.
Welcome to #MLSNEXT.” (source link)
About the Crest Design:
WORDMARK: MLS stands for Major League Soccer.
SLASH: 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.”
STARS: The three stars represent the pillars of our brand: For Club, For Country, For Community.
PERIMETER: The perimeter represents the lines that mark off the field of play.
FIRST HALF AND SECOND HALF: The first half contains MLS and the three stars. The second half is an open white space that brings you in and out of the MLS world.
The new logo / crest was designed by Brooklyn creative teams Athletics and Berliner Benson.
Athletics Project Description: “Athletics, in collaboration with Berliner Benson, were asked to create the new brand identity system for Major League Soccer. The identity needed to reflect the growing love for soccer in North America, and be a mark that both teams and fans could adopt, and make their own. The mark embodies the fast paced, non-stop, 90 minute action of Soccer, and offers a window into the game. The identity was launched in tandem with the launch of FIFA’15, and is featured within the game environment.”
The MLS has greatly evolved since its inception and the time has come for the franchise to reflect these changes. The MLS rebrand is not just an evolution, but a revolution and therefore many conflicting opinions will emerge. These are 5 Reasons why Footy Design thinks the new logo will deem successful:
The new MLS logo embodies the Footy Design mantra:
“Design is like Football simplicity is key.”
This simple contemporary mark is ideal for print ads, but also adapted for the modern digital era and rich media environment.
The new mark is able to adapt to different club branding systems and colors while preserving its own identity.
You can argue that the crest is cliche, but the crest does not emulate other football league identities, and therefore sets itself apart.
They used a crest just like the FootyDesign logo ;)
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