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View Full Version : MLS Next - the Next Marketing Concept



OgtheDim
09-18-2014, 06:31 AM
http://www.mlssoccer.com/NEXT


I'm not sure about this at all.

Phil
09-18-2014, 07:46 AM
I echo that statement.

Change is always hard, but this seems like its trying to be different for the sake of being different.

Wagner
09-18-2014, 07:46 AM
i like it.
the old logo was dated.
this simple shield is fine.

Oldtimer
09-18-2014, 07:53 AM
http://static.mlsdigital.net/next/avatars/MLS_avatar-400x400.png


So we've gone from this:

http://upload.wikimedia.org/wikipedia/en/thumb/b/ba/MLS_Logo.svg/1249px-MLS_Logo.svg.png


Which reminds us of this:

http://upload.wikimedia.org/wikipedia/en/thumb/2/2a/Major_League_Baseball.svg/1280px-Major_League_Baseball.svg.png

To a logo which reminds us of this:

http://www.capebretonpost.com/media/photos/unis/2013/12/11/2013-12-11-06-25-39-nhl-logo.jpg


Maybe it shows more confidence? Personally, I don't see the need for a rebrand.

Wagner
09-18-2014, 08:02 AM
i might be the only person that kind of likes it...
comments aren't very kind on SportsLogos.net

http://news.sportslogos.net/2014/09/18/mls-reveals-new-league-logo-for-upcoming-20th-season/

nascarguy
09-18-2014, 08:13 AM
Avatars















http://static.mlsdigital.net/next/avatars/TOR_avatar-400x400.png (http://static.mlsdigital.net/next/avatars/TOR_avatar-400x400.png)



CLUB VERSIONS OF THE CREST

http://static.mlsdigital.net/next/MLS_crest_club_colors.png

Phil
09-18-2014, 08:15 AM
Maybe it will grow on me, but reading the explainations for 'why' it reeks of trying too hard.

That being said, I didn't ever like the old logo. Looks cheesy for sure. New logo is a miss so far with me.

Carts
09-18-2014, 08:56 AM
CONCEPT = GOOD... Simple and clean etc...

MULTIPLE LOGO IDEA = INNOVATIVE... No other NA league has it, so it's different... Nothing wrong with being different...I like it...

EXECUTION = TERRIBLE... It looks like clipart / MS Paint...

If you used this concept, but used a proper 3D GFX design with some depth & finesse, it could look really good. But it's just TOO FLAT! Simply & subtle gfx design & rendering could have made this a really big, stand out, pop, of a logo & re-brand...

Carts...

Fort York Redcoat
09-18-2014, 09:00 AM
Huge improvement.

Crest means a league to me. The other was juvenile and too obvious. Every time I see it I think of someone at a boardroom table saying

"Yeeeeeeeeeeeeeah.....the ball is great but what do they DO with the ball? They kick it with their feet! So let's add a foot to the brand logo!!!"

http://i1.kym-cdn.com/photos/images/original/000/482/835/00d.png

Gringo Starr
09-18-2014, 09:45 AM
Didn't like it until I saw the club versions, now I kinda did it except I wonder why my country has to be repped by a star I want a maple leaf!

Canary10
09-18-2014, 10:00 AM
The blank space is a bit of a puzzle to me (representative of expansion teams to come?) but the rest I like.

Joe Kool
09-18-2014, 10:11 AM
I actually like it. I never liked the old crest. Thought it was goofy looking and dated. As far as what all the aspects of the crest mean....every company seems to do that these days. Doesn't bother me.

barticusz
09-18-2014, 10:25 AM
I absolutely despised the old logo. Any change would have been welcome.

Though this one is simple.. It's good in my books. Standard soccer sheild and add in the variety for each team and it's a big win.

Daveisonfire
09-18-2014, 10:51 AM
I like it. Simple, crisp and perfectly timed state of intent.

Phil
09-18-2014, 10:51 AM
Its better than the old one, I disliked the ball and foot for sure.

The justification of it is a little to much marketing tripe for me though:



WORDMARK: MLS stands for Major League Soccer.

SLASH: The slash refers to soccer₄s 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 ₓfirst half₝ and ₓsecond 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.

Daveisonfire
09-18-2014, 11:03 AM
^ Definitely could have gone without the contrived BS.

PopePouri
09-18-2014, 11:07 AM
stars: The three stars represent the pillars of our brand: For club, for country, for community.

usa!! Usa!! Usa!!

cmonyoureds
09-18-2014, 11:51 AM
Hate it.
Why let teams "adapt it" to their own colours?
Many may disagree, but England has the right idea. One colour for everyone bar the holders, they get a gold one.
The blank space makes it look like half a logo. "We only paid half the design bill, we get the other half of the sheild when we pay the graphics company in full".

(To be fair I did hate the old logo vehemently. This one I hate a little bit less.)

Red Patch CA
09-18-2014, 11:58 AM
Did anyone hear in the early comments "we'll have a new strategy for Canada..."??

Canary10
09-18-2014, 12:28 PM
The second half is an open white space that brings you in and out of the MLS world.


This made me laugh. Wtf does that mean?

fiji_blue
09-18-2014, 12:31 PM
Blank space can be possibly used by affliate team

Phil
09-18-2014, 12:43 PM
The second half is an open white space that brings you in and out of the MLS world.


This made me laugh. Wtf does that mean?

We couldn't cram shit in there so our hired design team came up with that. Oh and the line outside....so renegade. LOL

Carts
09-18-2014, 12:50 PM
We couldn't cram shit in there so our hired design team came up with that. Oh and the line outside....so renegade. LOL

You know what they say "think outside the box, errr, I mean shield, think outside the shield!" =)

Canary10
09-18-2014, 01:01 PM
We couldn't cram shit in there so our hired design team came up with that. Oh and the line outside....so renegade. LOL

Maybe it's a transporter that literally sends you to the MLS world?

Detroit_TFC
09-18-2014, 01:02 PM
The design is the type of modern reductionist stuff that seems to be in vogue among some designers these days. To me, the new logo is a lost opportunity to have something truly forward looking.

Imagine if they had taken the approach that NYCFC did in crowdsourcing suggestions to get a sense of the vibe, keep the design elements that appealed to them and announce it as a product generated by the masses. But instead they spent a lot of money (in that, they spent money) with 3 NY design firms.

I do like the club colors, which will sit well on the shirts. Of note, the FIFA 15 screens shown in the presentation have the MLS badges on both sleeves. I don't know if that means they intend to discontinue using the national flag patches. I'd be ok with that.

Detroit_TFC
09-18-2014, 01:10 PM
Also, hothousing the design process because of the FIFA 15 release date seems like a bad idea for a logo you might have for 10 years.

Canary10
09-18-2014, 01:24 PM
The design is the type of modern reductionist stuff that seems to be in vogue among some designers these days. To me, the new logo is a lost opportunity to have something truly forward looking.

Imagine if they had taken the approach that NYCFC did in crowdsourcing suggestions to get a sense of the vibe, keep the design elements that appealed to them and announce it as a product generated by the masses. But instead they spent a lot of money (in that, they spent money) with 3 NY design firms.

I do like the club colors, which will sit well on the shirts. Of note, the FIFA 15 screens shown in the presentation have the MLS badges on both sleeves. I don't know if that means they intend to discontinue using the national flag patches. I'd be ok with that.

The interesting thing with the blank space is people are filling it in with whatever they want. Some is goofy obviously, but it's created a bit of an engagement with fans in itself. So maybe the blank is actually smart, even if their designers' description is kind of lame.

Detroit_TFC
09-18-2014, 01:33 PM
The interesting thing with the blank space is people are filling it in with whatever they want. Some is goofy obviously, but it's created a bit of an engagement with fans in itself. So maybe the blank is actually smart, even if their designers' description is kind of lame.

According to this article by SI, the design was driven by wanting something simpler for the digital and broadcast platforms. That empty frame is going to get a lot of use, with broadcast logos, fly apart graphics, etc etc.

http://www.si.com/soccer/planet-futbol/2014/09/17/new-mls-logo-crest-shield-major-league-soccer

JuliquE
09-18-2014, 01:43 PM
It's better than what we had, but, like others have said, I feel it's a missed opportunity.

On the plus side, the club versions will see that it stands out less. That, and I think it's a neat concept to symbolize being a supporter of both your club AND the league (connecting the two, in a way).

Canary10
09-18-2014, 01:46 PM
According to this article by SI, the design was driven by wanting something simpler for the digital and broadcast platforms. That empty frame is going to get a lot of use, with broadcast logos, fly apart graphics, etc etc.

http://www.si.com/soccer/planet-futbol/2014/09/17/new-mls-logo-crest-shield-major-league-soccer

That description makes way more sense than "The second half is an open white space that brings you in and out of the MLS world."

Detroit_TFC
09-18-2014, 02:22 PM
That description makes way more sense than "The second half is an open white space that brings you in and out of the MLS world."
Yes.

C.Ronaldo
09-18-2014, 02:34 PM
it looks much better on the jersey in that video of FIFA

ryan
09-18-2014, 02:39 PM
Pros
-It's an improved logo
-The idea that each club has their own colorized logo is original and rather cool


Cons
-The marketing explanation is hilariously dumb
-It's stated it's supposted to rep both USA and Canada but that logo screams USA and nothing more to me. One of those stars should be a Maple Leaf, the middle one, then you nailed it.

jabbronies
09-18-2014, 03:40 PM
shit logo. Looks like something from clipart

Mark TFC
09-18-2014, 05:16 PM
I think it looks cool with TFC club colours but other than that, it does scream USA.

Here's the proof in the Murica pudding...
http://www.mlssoccer.com/news/article/2014/09/18/portland-tifo-served-inspiration-design-new-mls-logo

JuliquE
09-18-2014, 06:04 PM
I think it looks cool with TFC club colours..
I know we've got bigger fish to fry, so to speak.. but, I've long thought that all that white space in our badge lets the overall magnificent design down, imo. Really think the new league crest looks dope in our colours, whilst the main crest, much like ours, is a bit of an eye-sore, with all that white space.

Redcoe15
09-18-2014, 06:23 PM
No better or worse than the New York Rangers' logo.
http://www.wincomparator.com/upload/images/Logo_ny_rangers.jpghttp://content.sportslogos.net/news/2014/09/New-MLS-Logo-2015.png

bertal
09-18-2014, 09:06 PM
absolutely shocking really

Initial B
09-18-2014, 09:19 PM
Did anyone hear in the early comments "we'll have a new strategy for Canada..."??
The only reason they said that is because they don't want NASL to come in and set up a league affiliated with the CSA. They're doing all they can to make sure NASL has no room to maneuver and claim they're tier 1.

habstfc
09-18-2014, 09:20 PM
If you're going to rebrand then rebrand. Changing the mls logo was a lost opportunity. Rebrand it by changing the name to NAPL (North American Premiere League) hell I could even live with American Premiere League. Changing the logo is a bit blah.

Eastend
09-18-2014, 09:21 PM
The interesting thing with the blank space is people are filling it in with whatever they want. Some is goofy obviously, but it's created a bit of an engagement with fans in itself. So maybe the blank is actually smart, even if their designers' description is kind of lame.

Space for a RPB gold leaf patch....or "insert supporters crest"?

Dom

Eastend
09-18-2014, 09:30 PM
I know this has been discussed before but in general, one thing I don't like is that every team is pretty uniform across the league. Teams should have more leeway in design and style of their kits. All too cookie cuter for me.

carnifex2005
09-18-2014, 10:16 PM
Here's some excellent ideas from a Reddit thread on the logo (http://prosoccertalk.nbcsports.com/2014/09/18/mlss-new-logo-reddit-yes-reddit-may-have-a-way-to-solve-the-leagues-new-problem/). The changes people have done to them because of the open whites space are great. Here's the Toronto version of the MLS logo a Redditor made...

https://i.imgur.com/L9TVGd6.jpg

Phil
09-18-2014, 11:14 PM
^^^ That is pretty amazing.

Playing fifa 15 tonight the logo seemed less annoying, but I think its because I disliked the old one so much. Looks really nice on the away shirts.

ag futbol
09-18-2014, 11:47 PM
*Groan*. This league needs to put more emphasis on actually transforming itself rather than their usual pompous marketing bullshit.

Cashcleaner
09-19-2014, 12:35 AM
Put me down as not a fan of this new logo and imagery. To be honestly, I quite liked the previous "ball and cleats" logo for MLS. It had a typical North American design - but was still unmistakably soccer-oriented.

From a design standpoint, here are my thoughts:

http://img.photobucket.com/albums/v221/Cashcleaner/MLScritique_zpscfd20d0e.png

Now, people are right about the possibilities with the clear space on the bottom half of the shield. Carnifex's example using the TFC alternate is pretty tight, and there's a few other good ones on that reddit page he linked to. Not surprisingly, the best use of the logo has been made by the fans.

Like this:

https://i.imgur.com/vrAQ8Jv.jpg


https://i.imgur.com/whfzPw8.jpg

^ Which is pretty fucking funny if you ask me.

Wagner
09-19-2014, 09:03 AM
The TFC crest with Bitchy in it is pretty amazing.

and yeah, the Landycakes crest is gold.

barticusz
09-19-2014, 10:17 AM
The TFC crest with Bitchy in it is pretty amazing.

and yeah, the Landycakes crest is gold.

For all those that were hating on the logo.. I do believe the white space was intended for various purposes.. such as possibly showing video's within it or adding additional images... such as below:

http://prosoccertalk.nbcsports.com/2014/09/18/mlss-new-logo-reddit-yes-reddit-may-have-a-way-to-solve-the-leagues-new-problem/

This new design is soooo much better than the clip-art ball and foot.

Canary10
09-19-2014, 12:40 PM
I take back what I said about the white space earlier. Seeing how people are using it, it's genius. It's like having a living logo.

Cashcleaner
09-19-2014, 12:59 PM
^ I'll be honest, that's possibly the best quality of the new logo.

There is a lot you can do with it. But thinking about it now, though, just the crest by itself gives no indication that it's representing a professional soccer league. MLS? That could be Multiple Listing Service for all the uninitiated know. The three stars? Maybe they represent the buyer, seller, and agent during a real estate transaction. :D

Fort York Redcoat
09-19-2014, 01:18 PM
http://upload.wikimedia.org/wikipedia/en/thumb/b/ba/MLS_Logo.svg/1249px-MLS_Logo.svg.png

^ inset

Full pic:

http://2.bp.blogspot.com/_UgJT7XB2G0Y/TBL92XYEbjI/AAAAAAAAOXs/vIi0lDMSKZc/s320/soccer-mickeymouse3.jpg

Canary10
09-19-2014, 01:20 PM
^ Ha, that's great!

james
09-29-2014, 02:20 PM
new MLS logo aint the best. But much better then the current MLS logo. Ithink its a good change.

Cashcleaner
09-30-2014, 04:20 AM
^ I'll admit that the more I see of examples of it in use, the more it grows on me. I still hate that slash going beyond the border of the crest and the crest's overall ambiguity, but there are some pretty good images of it on jerseys, adverts, etc.

http://www.underconsideration.com/brandnew/archives/mls_logo_on_photos.jpg

http://www.underconsideration.com/brandnew/archives/mls_patch.jpg

JayMolly
09-30-2014, 06:54 PM
new MLS logo aint the best. But much better then the current MLS logo. Ithink its a good change.

We too are not sure it is the best change? MLS has been around for what 20 years? Remember a couple of years ago a tv station had Torsten Frings kicking around a soccer ball in the subway system and it appeared no one (or very few) recognized him or that he even played MLS. If one is wearing a shirt/jersey with the current logo, others should be able to figure out at least what the "S" stands for on the crest.
J&M