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Chivas USA heading for rebrand? Trademarks reportedly filed, new logos leaked

Feb 17, 2014, 10:35 AM EDT


With less than a month to go until the start of the 2014 Major League Soccer season, it seems as though one team is about to undergo a huge facelift.

Is this finally the end of Chivas USA as we know it?

Reports leaking from The Goat Parade suggest that the U.S. Patent and Trademark Office have received two trademark applications from “Chivas Guadalajara Licensing LLC” as Chivas look to rebrand their MLS franchise as either “Los Angeles F.C.” or “Los Angeles SC.”

According to public database records from the USPTO, Chivas USA applied for separate trademarks on January 17, 2014.

With the report also linking out to mock ups of the suggested new badges for both clubs, it seems as though the Chivas brand are finally admitting defeat in trying to spread their name in the marketplace in LA and California. For many years Chivas have had the lowest attendance in MLS and have struggled on and off the field, as well as with the clubs wider identity as parent club Chivas Guadalajara have always been lurking in the background.


This snazzy design includes a bear, lion, tower and star. What do you think?

However with this fresh approach and the owners seemingly looking to cement the club’s roots in LA, something which has long been debated as many thought Chivas would be relocated elsewhere in the U.S. as they continue to underwhelm, this plan to rebrand seems like the team will remain in Southern California for the foreseeable future.

Both new logos have the same color scheme of gold, red and black, as on the left is the LA SC badge which consists of a shield split into four quadrants.

A gold star, tower, lion and bear are included here, as the resembles the lions on the Chivas USA crest and the bear is similar to the one seen on the state flag of California. While on the right you can see the proposed logo for Los Angeles F.C. which is much more, well, simple.

Many will be hoping this rebranding breathes new life into the Chivas USA franchise, which has been stagnate, confused and rudderless in recent seasons. The loyal Chivas fans in LA deserve a club to be proud of, and it seems like these changes could go a long way to helping the club succeed on and off the pitch in the future.


A black eagle above a red lion and black bear in front of a red tower. What LA F.C. logo would look like.

But after the recent unrest about the clubs performances, Chivas have finished bottom of the Western conference in three of the last four seasons, and the whole ‘El Chelis’ experiment going horribly wrong last season, things have been at an all-time low for Chivas USA in recent months.

However with Carlos Bocanegra on board, Erick ‘Cubo’ Torres on loan from Guadalajara and some nice offseason pick ups from new head coach Wilmer Cabrera, a renewed sense of optimism is in the air ahead of the 2014 MLS season. The timing of this announcement could perhaps not be better, as Chivas owner Jorge Vergara aims to finally sort things out and get the club moving forward again.

This new image could considerably alter Chivas USA’s future, for the better.

  1. kirielson - Feb 17, 2014 at 10:37 AM

    LASC Would be great, and I think would actually help set the tone for the club.

  2. thewalkoffktxt - Feb 17, 2014 at 11:08 AM

    I’m partial to LAFC. The fact that no one’s snagged that name up is the more perplexing. But anything is better than “Chivas USA” right now.

    But, Jorge Vergara still owns the team, so … that’s the pressing concern.

    • lavatomy - Feb 17, 2014 at 11:14 AM

      Once the Chivas brand is gone then the ownership situation would not be as bad as being owned by the Krafts.. specially if they get their own stadium in LA.

  3. kuhjon - Feb 17, 2014 at 11:23 AM

    Hopefully one of these will be implemented and this isn’t just a lawyerly thing to protect their brand in LA as some have speculated it could be.

    As as aside, I’m not an Angeleno, but it took me about 5 seconds to google “LA flag” and “LA seal” to identify all the elements of the SC badge (and presumably the elements of the FC badge). At least in the SC version, those are all symbolic images. In the FC version, they’ve got 3 animals, each a new interpretation of the city/state elements, which seems a little overkill and perhaps confusing. But that MS Paint telstar ball slapped onto a highly stylized 3D looking badge, that looks great!

  4. danielofthedale - Feb 17, 2014 at 11:26 AM

    I Like LASC and the lower crest as far as the proposed changes go.

  5. Vnice - Feb 17, 2014 at 12:34 PM

    I’m thinking this is far from the final design for these. I’d hope to see this team build a new stadium somewhere. Galaxy seems like they will always be the big dog in LA, so it would be cool to see this team build a smaller capacity stadium and have the opportunity to build their own thing. LA is a big enough market and I can see some people who aren’t into the Galaxy taking to an alternative team. Let’s keep our fingers crossed.

  6. footballer4ever - Feb 17, 2014 at 12:43 PM

    Los Angeles Football Club is my favorite.

  7. chunkala - Feb 17, 2014 at 1:01 PM

    I like any prospect of the team moving to another city the most.

  8. overtherepermanently - Feb 17, 2014 at 3:24 PM

    Before we go nuts, is this a USL Pro affiliate? Is this a NWSL club? God I hope this is really the end of Chivas. What a game changer for MLS.

    Hopefully this ends the mockery of #dontcrosstheline.

    • carnifex2005 - Feb 17, 2014 at 8:35 PM

      Veraga already confirmed they are thinking about the name change today. The funny thing is that he is thinking of the change (and this is a quote) “because four years of failures has degraded the name of Chivas in Los Angeles a lot.”

  9. chadmoon1 - Feb 17, 2014 at 5:02 PM

    Being better than Chivas USA is an extremely low bar. If I had to choose, I’d say LAFC with that crest.

    But a better option would be San Diego FC Sockers.

  10. kryptock - Feb 17, 2014 at 6:21 PM

    This is just lipstick on a pig.

  11. rphillish - Feb 17, 2014 at 8:44 PM

    As long as it’s more than just a name change. Chivas has serious operational issues, and I hope this is just part of a larger move away from being a Chivas Guadalajara satellite club.
    I like LASC, too many “FCs” in MLS. The club also needs a move. Either to another part of LA, Anaheim, or San Diego.

  12. talgrath - Feb 17, 2014 at 9:25 PM

    A rebranding is great and all, but will they actually change the failed management structures that have caused so much failure? If not, then it doesn’t really matter what you call it.

  13. jcgg1971 - Feb 17, 2014 at 11:06 PM

    I think they should leave the name, it comes from a great Team.

  14. jdfsquared - Feb 18, 2014 at 3:38 PM

    As a soccer fan, I get the FC/SC/City monikers, and they work completely in Europe and other lands where football is king. But as an American, they seem a bit lame over here. It’s calling an NBA team the LA Basketball Players. A dominant brand like Nike can go with just the swoosh, and everyone gets it. But for a sport still finding it’s place in a crowded landscape, LAFC (not to mention NYCFC) sounds presumptuous and bland.

    • footballer4ever - Feb 19, 2014 at 12:35 AM

      Nice try, but as an American myself too, football club works everywhere where football is king land-wise and heart-wise. You sound presumptuous instead to try say that LASC is fine, but not LAFC with the lame basketball comparison which by the way, NBA teams like the Miami Heat are referred to Miami Heat Basketball Club just to name one etc etc etc.

  15. jimmyglynnphotography - Feb 19, 2014 at 2:18 AM

    Rebrand and move to south OC. Tons of soccer fans here that don’t enjoy having to make the trek to Carson to see a game.

    Lots of land in irvine for a stadium, or does UCI have a stadium that can be used?

  16. thewalkoffktxt - Feb 20, 2014 at 4:58 PM

    Well, it seems like our LAFC/Chivas/LASC questions have been answered:

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