Skip to content

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

Feb 17, 2014, 10:35 AM EDT

500px-Chivas_USA_logo

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.

source:

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.

source:

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.

Latest Posts
  1. Chelsea manager Jose Mourinho supports Pellegrini in face of City’s struggles

    Apr 17, 2015, 10:10 PM EDT

    FBL-ENG-PR-MAN CITY-CHELSEA FBL-ENG-PR-MAN CITY-CHELSEA

    Jose Mourinho provided his backing for fellow PL manager Manuel Pellegrini, who could be terminated as Manchester City’s manager at the year’s conclusion.

  2. Bayern Munich president Franz Beckenbauer thinks FCB is failing in Champions League run

    Apr 17, 2015, 8:01 PM EDT

    'Erdinger-Talk 2013' Getty Images

    Beckenbauer on Bayern’s year-end winning aspirations: “They are far away, far, far, far away to win the Champions League.”

  3. Joe Hart: Manchester City players have “let down” Manuel Pellegrini

    Apr 17, 2015, 6:59 PM EDT

    Arlo believes Hat's mistakes have been too much of late but expects him to bounce back. Getty Images

    Hart: “[Pellegrini] has got principles that we work to, that we train to and, like I say, we’ve let him down…”

  4. Zlatan Ibrahimovic’s four-match suspension reduced

    Apr 17, 2015, 5:38 PM EDT

    Zlatan Ibrahimovic, Paris Saint-Germain FC Zlatan Ibrahimovic, Paris Saint-Germain FC

    PSG striker Zlatan Ibrahimovic had his four-game ban reduced today.

  5. Premier League Preview: Everton vs. Burnley

    Apr 17, 2015, 4:50 PM EDT

    Everton Getty Images

    Preview of Everton-Burnley tomorrow morning: Can the Toffees extend their solid form?

  6. As exit to MLS looms, Steven Gerrard returns for Liverpool’s FA Cup effort

    Apr 17, 2015, 3:40 PM EDT

    Liverpool v Tottenham Hotspur - Premier League Liverpool v Tottenham Hotspur - Premier League

    Steven Gerrard will hope to exit Anfield with one last crown, an FA Cup trophy, and Aston Villa stands in the way.

  7. Premier League Preview: Chelsea vs. Manchester United

    Apr 17, 2015, 3:14 PM EDT

    Manchester United v Chelsea - Premier League Manchester United v Chelsea - Premier League

    Chelsea and United do battle at the Bridge on Saturday. Watch it live on NBC and online at 12:30 p.m .ET.

  8. Brek Shea’s USMNT return includes a personal, artistic touch

    Apr 17, 2015, 2:30 PM EDT

    Shea Getty Images

    The US left-back appears to have returned to the national team picture after a prolonged hiatus, and he’s brought with him a special flair.

  9. Wayne Rooney may play in midfield: How will Chelsea, Manchester United line up?

    Apr 17, 2015, 2:10 PM EDT

    How will the Blues and Red Devils line up on Saturday? Here’s a quick gander…

  10. VIDEO: Top 5 memorable matches – Chelsea vs. Manchester United

    Apr 17, 2015, 12:20 PM EDT

    FBL-ENG-PR-CHELSEA-MAN UTD Getty Images

    As two giants of English soccer collide on Saturday, here’s a trip down memory lane at some scintillating past encounters.

  11. WATCH: NBC Sports’ Premier League TV schedule – Week 33

    Apr 17, 2015, 11:35 AM EDT

    PremierLeagueNBC

    Where and how to watch every single PL game live during Week 33.

  12. Prince-Wright’s Premier League picks: Red-hot teams will keep rolling

    Apr 17, 2015, 10:45 AM EDT

    Fellaini AP

    Here’s how PST’s Lead Writer and Editor sees things panning out in Week 33.

  13. Liverpool boss Brendan Rodgers warns Sterling, Ibe about shisha pipe, nitrous oxide incidents

    Apr 17, 2015, 10:00 AM EDT

    FBL-ENG-PR-LIVERPOOL-NEWCASTLE FBL-ENG-PR-LIVERPOOL-NEWCASTLE

    After alleged smoking of shisha pipe, inhaling nitrus oxide, Liverpool’s youngsters called into Rodgers’ office.

  14. MLS Week 7 preview: RSL vs. Whitecaps, Galaxy vs. Sporting KC in the wild West

    Apr 17, 2015, 9:00 AM EDT

    Javier Morales, Real Salt Lake Javier Morales, Real Salt Lake

    The Western Conference is the place to be this weekend, as it so often will be this season. The East ain’t awful either.

  15. Manchester City’s Vincent Kompany could miss rest of the season

    Apr 17, 2015, 8:29 AM EDT

    Crystal Palace v Manchester City - Premier League Getty Images

    City’s skipper could miss the rest of the campaign with groin injury.

  16. Injury crisis for Manchester United as four key players to miss clash vs. Chelsea

    Apr 17, 2015, 7:35 AM EDT

    VanGaal Getty Images

    Red Devils will be without four regulars for their trip to Stamford Bridge this weekend.

  17. Which Premier League players, clubs get the most abuse on social media?

    Apr 16, 2015, 11:16 PM EDT

    Twitter Twitter

    There are a lot of not-good people in the world, and unfortunately soccer tends to bring that not-goodness out of them.

  18. Jordan Morris, 20, wasn’t eligible for beer-sponsored USMNT Man of the Match award

    Apr 16, 2015, 10:06 PM EDT

    Jordan Morris, USMNT Getty Images

    Poor Jordan Morris. He scores the game-winning goal against Mexico, and a corporate sponsorship makes him ineligible for the MOTM award.

  19. MLS Snapshot: New York City FC 1-1 Philadelphia Union

    Apr 16, 2015, 9:20 PM EDT

    Mehdi Ballouchy, New York City FC — Photo credit: NYCFC Mehdi Ballouchy, New York City FC — Photo credit: NYCFC

    An even game in the Bronx finishes even in the end. Mehdi Ballouchy is, somehow, the goat and the hero for NYCFC.

Featured video

PST Extra: Previewing Chelsea-Man United