Rebranding Rebrands: The MLS Identity Crisis

Over the past three years, we've seen THREE different clubs rebrand...and then rebrand their rebrand. In this video I dive in why these issues keep occurring and how this is becoming a trend in Major League Soccer.

Twitter: @antlarosa_

[mitchd.]

It definitely doesn't make sense from any angle in a practical way as a supporter. Many of the brands in other established North American sports struggled to find them in their professional development too, but eventually grew into the ones we see today, like the Maple Leafs, the Celtics, the Lakers, etc. Those names became iconic by virtue of the memories and history associated with that brand, not necessarily the brands themselves. Is the Bears logo good? Is the Reds logo good? Bengals, Browns, Packers, Bulls, Habs, it goes on. I wouldn't say so, some of them are literally the same logo, but we attach particular meanings to them. Of course you want the logo to look good and they've all undergone tweaks over the years.

But I think what we see from newer brands, especially in a league like the MLS where the entire league is trying to "legitimize" itself and grow its consumer base, is a hyper-rationalization of the creative process. Design firms are more likely to consider the scaleability, the accessibility, the simplisticness in logos in order to market it more like a consumer product more than it is a "club". The front offices ignore the supporters because ultimately they aren't trying to sell the product back to them. The creative process is just trying to, in the most sterile way, maximize every sort of attribute that makes a "good logo" in the contemporary era so that its presentable, especially in the wake of the new Apple deal. When I look at the original Impact logo, or the original Fire logo etc, they are absolutely iconic and the first thing I think of when I think of those clubs to this day, and yet they have so many details like font choice and shape that really scream American Soccer.

And they don't want to embrace that because American sport franchises are seen as culturally devoid, without its own tradition, interchangeable and so embracing a more "foreign" identity makes it more attractive to casual fans who used to think that the MLS is second rate. Most MLS clubs despite having grassroots cultures that stem back as early as the 70s are "fake" because of the league's management of them as franchises akin to the other 4 NA pro sports rather than supporter/working class driven efforts. They don't want to do their own thing with its own quirk and appeal, and sell it as the product the people created, rather just kinda make the sport a European colony, despite the fact that all of the brands from Europe haven't changed their logos with new TV deals. Its almost trying to sell the supporter on a lifestyle or a cultural idea rather than a sport.

[Good]

The original Chicago Fire badge was literally perfect.

[Ccccc-mitr]

One European you could’ve included was Welsh Club Cardiff City who’s Malaysian owner rebranded the club from Blue to Red and replaced the iconic bluebird with an Asian dragon (not even a Welsh one) for ‘good luck’ this lasted for around 3 years before finally being changed back.

[patricecloutier]

The Montreal rebrand was simply catastrophic at first. The miss was made even worse by the inept crisis communications (or lack thereof) that followed. It took months of fans/supporter unrest to rectify (partly) the logo part ...while the disappearing of the "impact" name remains a bone of contention. One key element noted in the video: the absence of meaningful fanbase engagement.

[c_beno]

Minimalism is killing the dynamism of the badges and the connexion that fans have with their team

[Goozero]

I realised that the MLS focuses on marketing more than community. This whole bad rebrand nonsense stinks of buzzwords like 'culture' and 'community' or 'we are ___' without taking consideration from fans and getting rid of iconic club imagery.

Look at basketball's Boston Celtics. They could've gotten rid of the cartoon Irishman but they didn't cuz of how significant it is to the team's history.

[formulahank]

Even though I’m a TFC fan, that original Chicago Fire logo is by far my favourite North American football badge. It was perfection

[Ramtamtama]

These were rebrands for the sake of rebranding.

At least I know that my club, Nottingham Forest, won't be getting a new logo any time in the foreseeable future. It's simple, iconic, and is versatile enough that it can be put in any colour against any other colour. It was introduced in 1974 and, other than a special version commemorating the 30th anniversaries of the European Cup wins (which kept the logo as the focal point), has had just a single change - the introduction of 2 stars above the tree.

The moment anyone tries to replace it will be a time when an entire city covers up a murder the police won't investigate.

[monke]

Columbus Crew and Chicago Fire had one of the best crests and they 100% ruined it.

[scrubby]

A good example in Europe for a club rebranding without consulting their fanbase is Fiorentina. Their old logo was perfect. Unique and recognisable shape, good colour combinations, good symbolism and the writing was in the write places. They absolutely ruined it with the new one.

[RLieutnant_]

I've always been a critic of the new club badges, lately there is a lack of effort to make a beautiful logo, Nashville, St Louis City and others that the logos are terrible in my opinion, the MLS is following European standards which is terrible, depending on the fans that can change.

[AstroGoalHorns]

This is exactly why I am TERRIFIED for the upcoming Seattle Sounders rebrand. So far, I have not heard of the club execs consulting any of the fans. Although, of course, they could be consulting the fans and I just don't know because it's happening behind the scenes. I hope the executives at Seattle Sounders FC realize that they're toying around with the most hardcore, dedicated fanbase in the league and that a botched rebrand will have extreme economic repercussions not only for the club, but the entire MLS.

[inlivingcolor...abroad]

Great video.

Its really about ego and thinking they’re the smartest ones in the room—they’ve been sold on the idea that being “European” will make them more marketable around the world, which will make them more money. That’s it. Nothing more.

Like you said, it’s completely idiotic because no one around the world will care about your team if the ones in your immediate area dont resonate with it.

[Killahb]

I will never forgive the National Mexico team for that awful badge.

[blah......]

Glaswegian from Scotland here. Rangers fan.

It's odd an feeling looking at football (soccer) in North America.

I know that some times clubs merge and rebrand, and that in some places in Europe it's probably not a big deal, but here in the U.K., and particularly with Rangers and Celtic in Scotland, if there was an attempt at a corporate rebrand of the club that made significant changes, there would almost certainly be a furious rejection of it from the fanbase.

There's a strong sense of culture and community here within the communities that gather around football clubs and an increasing wariness of the intentions of big-money companies and billionaire owners trying.

[luisdelatour]

when Cuauhtémoc Blanco joined the Chicago Fire I had never heard of the club before, then I saw how perfect the badge represented the city and fell in love with the badge immediately.

[jamiewebster]

Great video Anthony, always look forward to learning more about the MLS through your videos :) (from an English, West Ham fan)

[AdiZero]

You can tell how much time and effort you put into this video. Good job my man, keep up the good work.

[hectorramirez]

Every FC in this league is cringe for me. A lot of Football Clubs in Major League Soccer 😂

Kind of makes our USMNT chant “It’s called Soccer!” a huge joke with this in mind.

[packanine]

The word IMPACT on Montreal is what made that club unique . What a pity in North America were so behind