I like the new shield shape and the general idea of the updated figures. I'm a big soccer fan and the MLS champions need an identity makeover more than any other squad in the league. I don't know that fascism or communist Russia are necessarily BAD identifications to make if the goal is to look tough and uncompromising. The proposed logo is certainly different, and almost better. I think a different typeface and some refinement of the crew members would go a long way. What's up with the communist Russia feel it's got going on? I'm all about the simplicity, and the streamlined version of the crew members is a big step in the right direction, but I'm glad Gabe admitted there's room for improvement. In all seriousness, they look pretty tough. My old football coach always said soccer was a "communist sport". The old one is less terrible than that proposed new one. Perhaps he can find a way to incorporate that into his proposed logo, which would also hopefully eliminate some of the fascist overtones people are perceiving? It seems like there is at least a hint of ethnic diversity in the old logo. This new design completely creeps me out. The "96" even comes pretty close to a swastika. Idealized worker muscle men, all looking in the same direction, all clones of each other. Holy Mussolini, that looks fascist through and through. However, they really need to get rid of that old one. there's a lot more that could be done there. I don't know if the proposed logo should be the final. Not sure if that's much of an improvement. nice execution guys, and even though you don't want to chastise the current logo, i think i will. i really like the simplicity of it, and being a soccer franchise, you can do more expressive design and go with little-used fonts in sports brands, such as the one they used here. Hence the hard angles, structured lettering, and geometric layout. STYLIZE: The Crew should be tough and formidable. Precise outlines and mathematical spacing present the Crew as an uncompromising bunch. STREAMLINE: Where sloppiness once was is now a crisp collection of elements working together. SIMPLIFY: Get rid of the fussy details in the old dudes and present a clean, iconic illustration for the new. The intent of this redesign is to SIMPLIFY, STREAMLINE, and STYLIZE. What’s been changed is simply our style of expression. You’ll notice that, in concept, this new logo is almost identical: a shield, featuring 3 “crew” members looking sternly onward. It’s not a chastising of our current logo… I appreciate the passion and attachment people feel for the old look. The purpose of this group is to catch the attention of Crew management to let them know the movement is out there. ![]() Is it the only solution? No but I think it’s a good start. The logo you see on this page was created by me as a possible solution. ![]() So, I propose we revamp the Columbus Crew brand to go with our revamped spirit. ![]() We have the best team, coaches, fans, and facilities in the league… but we’re running an emblem that’s 12 years old and in need of some rejuvenation. After The Crew brought the MLS Cup to Columbus in ‘08, I took a long look at how our team and city will be perceived in the months and seasons to come. So, time for a change in crew?īefore and proposed logo. For those of you that prefer not to go into Facebook I have copied some of the images and text below. He has started a Facebook group with all the details. As one of the original ten teams that started the league in 1996, it has not changed its logo since its inception and Shultz thinks it’s time. Columbus designer and soccer player Gabe Shultz has launched an initiative to change the logo of the 2008 Major League Soccer champions, the Columbus Crew.
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