It is their execution both individually and as a whole that sees the club's current identity lacking any kind of wow factor in terms of style. In truth, the various elements on the Crew's current crest are not bad as an idea. The other design element of note is the heavy use of diamonds as the background, a motif used in this season's home kit. If the event invitation email is anything to go by, the club's colors will stay the same with yellow, black and silver featured heavily in the design. With a new logo set to be unveiled in early October per an official release from the Crew, the branding could go a number of different ways. There are a variety of ways in which the logo can be improved and while Crew owner Anthony Precourt is on record saying that "there's a retro aspect to current crest we like," the indication is clear that the team and its fans are open to change. ![]() The Crew's current logo simply has not kept up with the times and much like the crest that the New England Revolution are sporting, it is more reminiscent of the Dallas Burn and San Jose Clash era than it is of Major League Soccer's current generation of teams, their big-name players, and the rise in popularity of the league itself. Additionally, the gray background serves as too much of a middle ground between the extremes of the figures and everything gets a bit lost in translation. The left-sided figure is perhaps the best example of this with a seemingly random dot on the man's left cheek. The shading is jagged and features thin, extraneous pixels in both black and white that add to the unrefined look. The three hard-hatted figures look like something out of a very early Photoshop demo video on how not to use the levels tool. The current trend, as shown by the logos of the Seattle Sounders, Portland Timbers, New York City FC, Vancouver Whitecaps, and San Jose Earthquakes is the use of sans-serif fonts for a more timeless look with NYCFC specifically adopting Gotham, a typeface used in and on many New York City buildings. The font used for the "Crew" part of the name also looks outdated thanks entirely to the choice of typeface. The design as a whole is decidedly stuck in the '90s due to its inherent complexity. Under the club's name is a trio of black-and-white figures in hard hats that aim to embody teamwork and the idea of the Crew being "America's Hardest Working Team," which is also the club's slogan. The top band is yellow and contain's the Crew's name in an all-caps and bold Copperplate Gothic font face. The crest is a shield with sharp corners at five points and slightly-curved lines connecting them. It is pretty incredible that the man who came up with two of the world's most iconic logos also came up with what the Crew have been using for almost the last two decades. The logo was designed by the then-Global Creative Director at adidas, the same man who created the instantly-recognizable "three bar" logo for the sportswear giant after leaving Nike, having launched the original Air Jordan and the famous ball and wing logo for the brand. ![]() After thousands of submissions, MLS chose the name for the new MLS club. The Crew moniker was chosen as the result of a fan contest in the Columbus Dispatch all the way back in 1994. That will soon change, and it's about time. Unlike most of those teams, save for the Revs, the Crew still have both their original name and logo. Alongside the San Jose Clash, Los Angeles Galaxy, Colorado Rapids, Kansas City Wiz, Dallas Burn, Tampa Bay Mutiny, DC United, New England Revolution, and the NY/NJ Metrostars, the Crew were on of the league's 10 original clubs. ![]() ![]() As far as history goes for Major League Soccer teams, you will be hard-pressed to find one with more than Columbus Crew's.
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