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. Reports: RBNY adds young Argentine DP as MLS transfer surge continues

    Aug 4, 2015, 9:33 PM EDT

    MARRAKECH, MOROCCO - DECEMBER 17: Gonzalo Veron (L) of San Lorenzo in action with Ivan Vicelich of Auckland City during the FIFA Club World Cup Semi Final match between CA San Lorenzo and Auckland City FC at Marrakech Stadium on December 17, 2014 in Marrakech, Morocco. (Photo by Chris Brunskill Ltd/Getty Images) Getty Images

    A winger, Veron scored eight times in 52 appearances for Argentine power San Lorenzo.

  2. Cascadia Cup banter between Sounders, Timbers hits toilet levels; Seattle avoids “Peay” joke

    Aug 4, 2015, 9:09 PM EDT

    Dempsey AP

    Full marks to the Sounders for not pointing out that Portland has a player named Peay.

  3. Reports: Mexico meets with Marseille coach Bielsa; Is this El Tri’s next boss?

    Aug 4, 2015, 8:05 PM EDT

    Marseille's Argentinian head coach Marcelo Bielsa looks on during the French Ligue 1 football  match between Lille and Marseille on May 16, 2015 at the Pierre Mauroy stadium in Lille, northern France. AFP PHOTO /  DENIS CHARLET        (Photo credit should read DENIS CHARLET/AFP/Getty Images) Getty Images

    L’Equipe says FMF representatives met with Bielsa’s people on Tuesday morning and France, and that Bielsa is interested.

  4. Qatari foreign minister promises “best World Cup” ever, says human rights changes will come

    Aug 4, 2015, 7:15 PM EDT

    Qatari Foreign Minister Khalid bin Mohamed al-Attiyah gives a press conference following his meeting with his Tunisian counterpart, Taieb Baccouche, in Tunis on June 4, 2015. AFP PHOTO / FETHI BELAID        (Photo credit should read FETHI BELAID/AFP/Getty Images) Getty Images

    The “end of the year” promise could be the real deal, but the nation has certainly taken its time.

  5. PST Extra: Who are the Premier League’s top offseason acquisitions so far? (video)

    Aug 4, 2015, 6:22 PM EDT

    Andre Ayew of Swansea City Getty Images

    The transfer window hasn’t closed, but a lot of the names who’ve climbed through it have us salivating for Saturday’s start to the Premier League season.

  6. Benitez expects Bale and Benzema to stay at the Bernabeu

    Aug 4, 2015, 5:33 PM EDT

    <> at Estadio Santiago Bernabeu on April 5, 2015 in Madrid, Spain. Getty Images

    Keeping Bale and Benzema around will keep Madrid among the favorites for the UEFA Champions League, as the giants search for Undecima.

  7. Premier League defenders: Who’s in our Top Five? And how to choose just five?

    Aug 4, 2015, 4:47 PM EDT

    Everton v Tottenham Hotspur - Barclays Premier League Getty Images

    Picking a group of five defenders is way more difficult than selecting the best goalkeepers in the league.

  8. On the move again: McInerney shipped to Columbus for a draft pick

    Aug 4, 2015, 4:13 PM EDT

    TORONTO, ON- MAY 13  - Toronto FC defender Eriq Zavaleta undresses Jack McInerney as Toronto FC plays Montreal Impact in the Semi-Final of the Amway Canadian Championship  at BMO Field  in Toronto.  May 13, 2015.        (Steve Russell/Toronto Star via Getty Images) Getty Images

    McInerney, however, has disappointed in recent seasons. Perhaps a change in leader, albeit for the second time, will help.

  9. Report: Manchester City sells Edin Dzeko to AS Roma for $21 million

    Aug 4, 2015, 3:19 PM EDT

    Manchester City v Sunderland - Barclays Asia Trophy Final Getty Images

    At Roma, Dzeko will join a loaded attack which includes Mattia Destro, Victor Ibarbo and Seydou Doumbia, as well as Francesco Totti.

  10. Maps, rivals, stadiums: Location of all 20 Premier League teams for 2015-16 season

    Aug 4, 2015, 2:08 PM EDT

    Aerial Views Of Central London Getty Images

    Ever wonder where the games you’re watching on TV are taking place? Here’s a guide to help you out.

  11. CONCACAF Champions League returns: Five MLS teams eye continental glory

    Aug 4, 2015, 1:30 PM EDT

    CONCACAF Champions League Final - 2nd Leg - Club America v Montreal Impact CONCACAF Champions League Final - 2nd Leg - Club America v Montreal Impact

    D.C. United, LA Galaxy, RSL, Vancouver and Seattle fly the MLS flag as they look to break Liga MX’s stronghold.

  12. A televised coin flip will decide which team hosts the 2015 U.S. Open Cup final

    Aug 4, 2015, 12:50 PM EDT

    US Open Cup trophy Getty Images

    This coin toss is a really, really big deal for the four teams left in the competition.

  13. On his way out of PSG, should Arsenal or Manchester United sign Zlatan Ibrahimovic?

    Aug 4, 2015, 12:20 PM EDT

    Zlatan Ibrahimovic AP

    Should a PL giant hand Zlatan a chance to strut his stuff in England’s top-flight?

  14. Jose Mourinho praises Chelsea’s Premier League title rivals, talks Abramovich

    Aug 4, 2015, 10:24 AM EDT

    Crystal Palace v Chelsea Getty Images

    Blues boss hugely complimentary of the PL’s other big boys heading into the new season.

  15. VIDEO: Watch Men In Blazers’ season premiere in full, featuring “The 2 Robbies”

    Aug 4, 2015, 9:30 AM EDT

    MIB with the 2 Robbies

    Rog, Davo, Mustoe and Earle hang out in the panic room and preview the upcoming PL season.

  16. AZ Alkmaar agree to sell USMNT forward Aron Johannsson to Werder Bremen

    Aug 4, 2015, 7:45 AM EDT

    Dutch Eredivisie - "AZ Alkmaar v Vitesse Arnhem" Getty Images

    Dutch club reach “agreement in outline” with Bundesliga side Bremen for AJ.

  17. Reports: Manchester United submitted two bids for Gareth Bale over $110 million

    Aug 3, 2015, 9:28 PM EDT

    Bale Getty Images

    Apparently Louis van Gaal really, really wants Gareth Bale on his team.

  18. Report: AZ Alkmaar speaking with Werder Bremen about Aron Johannsson

    Aug 3, 2015, 7:55 PM EDT

    Johannsson Getty Images

    Could the USMNT forward be thinking about a move to the Bundesliga?

Featured video

Top 5 new guys in the Premier League