It didn’t work out for Chicago and this probably won’t work for Columbus, either. It wouldn’t be surprising at all if these changes are reversed in the near future. File:Columbus Crew logo 2021.svg File File history File usage Global file usage Metadata Size of this PNG preview of this SVG file: 336 × 599 pixels. ![]() In Columbus SC’s efforts to appeal to European naming conventions, the team has failed to do its own local history in the sport any sort of justice. The names and logos of MLS teams are registered and/or common law trademarks of MLS or are used with the permission of. Despite the name change, the team seemed to anticipate the fan reaction by suggesting that fans can still refer to them by their now-unofficial nickname of “the Crew.” Even though the team went through a dramatic change in ownership between 20, an ownership change alone shouldn’t be enough reason on its own to go through both a logo change and a name change as well. Columbus Crew SC Primary Dark Logos History 1996 - 2014 1996 - 2014 2015 - Pres 2015 - Pres Please credit SportsLogos.Net if using these logos for news, blogs, or social media graphics Columbus Crew SC Secondary Logos History 1996 - 2014 Please credit SportsLogos. It’s very strange that the Crew would make such a change when their current look has only been around since 2014 and is an extremely good visual identity, at that. Both of those fanbases were unwilling to accept what they saw as subpar changes to the visual identity of their respective clubs. The 2021 campaign will be the last season where the Fire will sport their current “Fire crown” logo and by 2023, the team will return to wearing their traditional red for home matches instead of navy blue. Meanwhile, the Chicago Fire will have a new crest in time for the 2022 season after their fans followed through on threats to reject the new logo. The reaction from Leeds supporters was so strong and so vitriolic that the club put the new look on the shelf shortly after the announcement, and Leeds still uses the crest that they had before their botched rebrand. The aforementioned Leeds United and Chicago Fire incidents were two of the biggest examples of this happening in soccer and if you’re a Crew fan who is hoping that the team will eventually relent and stay with their current look, then their outcomes figure to be a good omen for what may be in store for the Crew in the near future. ![]() While there is always a bit of trepidation and resistance to change from sports fans whenever teams make a change to their visual identity, it’s unusual to see an entire fanbase come together in complete opposition towards a rebranding.
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