Here’s my take on the MLS logo re-brand.
Wanting to stick to the tight principles the MLS searched for in their new identity. I tried to create a logo to their specifications, something simple, distinctive and yet unique to the MLS. My main gripe with the new logo is that it is too static and the fact it looks like a generic football crest almost makes it a competitor to the branding of each club, the fact this is then adapted to the team colours makes it more so.
My design adopts the simple execution searched by the league, I like the idea of the logo just being the league’s initials, MLS. The movement and shape comes from the Tifo’s we see in the stands, I feel that the flag is the strongest link between supporters and their club, it is through the flag that fans show their passion, and in some cases unhappiness at what is happening at their club. The flag is both a symbol of passion and protest.
Presented here is a primary (with border) and secondary logo (block) the secondary logo would be used when used smaller, so as to maintain clarity.