The rumors had been persistent for many months and it’s finally official, the Colombus club has just announced changes to its identity with a new name and a new logo.
As we have seen for a few years now, football entities do not hesitate to change their visual identity for generally purely marketing purposes, even if it means denying their history. As of today, the MLS Eastern Conference club will now be known as Colombus Soccer Club and no longer Colombus Crew.
This name change goes hand in hand with a logo change, much more minimalist than the old one. Shown in the form of the Ohio flag with Columbus above the logo and SC (Soccer Club) below is the large white letter C at the heart of the logo. This new coat of arms fits into the mold of the minimalist coats of arms unveiled by Juventus or Inter Milan who wanted to become brands in their own right.
“Our identity and the evolution of the brand includes a shift in our mindset to be regular contenders on the pitch, but also includes the evolution of our look both in the community and across competitions. […] We are the Columbus Soccer Club, we are the Crew, and we will always be the Black and Gold ”, said Tim Bezbatchenko, President and CEO of the club.
The Crew have participated in Major League Soccer as a member of the League’s Eastern Conference since the inaugural season in 1996. Columbus was among the League’s top ten franchises. So there is a long history behind this club located in Ohio, yet that has not stopped the leaders from changing its DNA. New proof that football clubs are becoming real brands.