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9.18.14

ASN Morning Read: New Logos and Old Beginnings

Major League Soccer gets a major rebrand and some spiffy new iconography to celebrate its 20th season; an American forward scores a goal and makes a push for a return to the United States team.
BY Noah Davis Posted
September 18, 2014
7:55 AM
  • MLS rebrand alert: Spew your hate in the comments section.

  • Some thinking behind the new logo from MLS marketing guru Howard Handler, courtesy of Brian Straus: “As we sit here today we know that it’s actually kind of dated. The more modern brands of the world don’t need to telegraph a specific category or line of business they’re in. In many cases, they stand for something much bigger. A great example of that is Apple. They don’t need to explicitly tell you they’re a technology company.”

  • At least one person at ASN (me) is a fan. It always looked like it would hurt so much to get spiked by the old cleat and ball logo.

  • Speaking of new crests, SB Nation and Reddit are compiling some of the worst in the world. Keep on keeping on, indeed.

  • Herculez Gomez scored a classic Herculez Gomez goal, making a smart run, sliding, and willing the ball past Queretaro's helpless goalkeeper. The tally, Gomez's second in eight matches for Tigres, gave his team a 1-0 victory in Ronaldinho's debut. (Video here.)

  • Graham Parker writes a love letter to the U.S. Open Cup: "And these days you get to see the revived NASL competitors tilting at MLS sides (New York Red Bulls were humbled by the NASL's New York Cosmos in this year's competition), the USL Pro partner teams and junior teams of MLS sides popping up in the early rounds, and sundry other upstart sides trying to make their way through the knockout competition. In doing so, you get a reminder that the current rigidly tiered landscape of U.S. club soccer is just the existing superstructure—it's not a natural or inevitable expression of how the game is and could be in the U.S. It's just the current solution. And in that regard, the Open Cup continues to operate as a kind of conscience for the broader game—in which status is won on the field, not through, say, MLS expansion bids. So for a sentimental fan like myself, it's a wonderful tournament."
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