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.
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.
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.
Sep 2, 2015, 9:57 PM EDT
The NBC Deadline Day show is here in podcast form.
Sep 2, 2015, 9:32 PM EDT
A fraction of the transfer fee has made its way to the lower division team in France that helped mold Anthony Martial into the $55 million player he is today.
Sep 2, 2015, 8:18 PM EDT
Rog and Davo break down Chelsea’s loss to Crystal Palace and Swansea’s stylish win over Manchester United. Plus, a recap of transfer deadline day.
Sep 2, 2015, 6:56 PM EDT
Tim Howard looked good for Everton last weekend, but the U.S. coach says it’s too close to the Mexico game to make a change.
Sep 2, 2015, 5:42 PM EDT
The former Chelsea defender is no longer listed on the team’s website and was left out of both the club’s domestic and European squads.
Sep 2, 2015, 4:29 PM EDT
The paperwork was late, and FIFA rejected the deal, but the two sides still wish for it to be completed.
Sep 2, 2015, 3:40 PM EDT
The San Siro wanted Zlatan back, but he is happy in France.
Sep 2, 2015, 2:46 PM EDT
Villa had a very quiet Deadline Day, but they tried to make a splash.
Sep 2, 2015, 2:07 PM EDT
After the match, Noble said it was a tackle that happens “10 times a game” and that he felt it didn’t even deserve a yellow card.
Sep 2, 2015, 1:15 PM EDT
After finishing second in its group thanks to a 3-1 win over the Netherlands, Herzog’s Yanks toppled England’s U-20 team this summer. Now: the U-21s.
Spain’s Del Bosque says De Gea’s Euro spot in trouble without playing time; Speaks on Chelsea’s Costa
Sep 2, 2015, 12:31 PM EDT
“He needs to be professional and move on from this episode,” Del Bosque said of the Manchester United keeper.
Sep 2, 2015, 11:29 AM EDT
Unified Germany hasn’t medaled since 1964 in Tokyo (Bronze). East Germany won gold in 1976.
Sep 2, 2015, 11:12 AM EDT
“The Financial Fair Play today is too complicated to be efficient,” said the Premier League’s longest-tenured manager. “There’s a need to simplify the process.”
Sep 2, 2015, 9:24 AM EDT
Bournemouth took a big hit on transfer deadine day, but it had nothing to do with sales or purchases.
Sep 2, 2015, 8:47 AM EDT
Let’s dig into the figures, at least in terms of the 20 Premier League clubs, including the controversial amount of players on loan from Chelsea.
Sep 2, 2015, 8:16 AM EDT
We’re just a few weeks away from further information on the strength of the cases against Sepp Blatter’s FIFA.
Sep 1, 2015, 10:08 PM EDT
If both sides really wanted to make this transfer happen, they could have. Is it possible neither team wanted the deal to get done?
Sep 1, 2015, 9:37 PM EDT
Based on the Citizens’ form to start the season, it looks like money well spent.
Sep 1, 2015, 9:08 PM EDT
After spending just $20 million this summer on a goalkeeper and a teenager, Arsenal fans want to know what’s going on in the boardroom.
- Klinsmann confirms Brad Guzan will start Confederations Cup playoff in goal 0
- Full list of every transfer made by Premier League clubs during the Summer Transfer Window 0
- Manchester United fires back on De Gea saga, laying blame at feet of Real Madrid 1
- GRADES: How did each Premier League team fare in the Summer Transfer Window? 7
- Manchester United confirm $55 million signing of teenage striker Anthony Martial 0
- Deadline Day transfer rumor roundup: Hector to Chelsea, Berahino to Tottenham 0