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. Sepp Blatter’s championing of women’s soccer leaves Megan Rapinoe unimpressed

    Jul 4, 2015, 12:07 PM EDT

    Rapinoe Getty Images

    Popularity of women’s soccer has improved greatly the past few years, but there’s still much work to be done, and the US international isn’t happy with FIFAs parading of accomplishments.

  2. Report: Robin van Persie agrees to personal terms with Fenerbahce

    Jul 4, 2015, 10:50 AM EDT

    VanPersie Getty Images

    With the Dutchman set to turn 32 before the start of the league season, Manchester United may look to cash in on his star power after a down year.

  3. Galatasaray officially unveils Lukas Podolski on a permanent transfer from Arsenal

    Jul 4, 2015, 10:22 AM EDT

    Podolski Getty Images

    The German international didn’t get a first-team guarantee from Arsene Wenger, so he moved on.

  4. Shaqiri proving a wanted man with Atletico Madrid and Spurs joining the mix

    Jul 4, 2015, 9:47 AM EDT

    Shaqiri Getty Images

    Stoke had an offer accepted by Inter, but two more clubs are reportedly in the mix for the Swiss international.

  5. Copa America Final preview: Argentina looks for first title since 1993 against hosts Chile

    Jul 4, 2015, 8:31 AM EDT

    Aguero Getty Images

    Argentina looks to end a 22-year continental trophy drought against the hosts who have never won the Copa America.

  6. MLS Snapshot: Seattle Sounders 1-0 DC United

    Jul 4, 2015, 1:15 AM EDT

    Marco Pappa AP

    Tyrone Mears scored an absolute beauty late in the match to down a ten-man D.C. United.

  7. Klinsmann on USMNT’s win over Guatemala: “I’m not happy with that performance”

    Jul 4, 2015, 12:08 AM EDT

    FBL-FRIENDLY-2016-NED-USA Getty Images

    Despite leaving Nashville with a 4-0 win, Jurgen Klinsmann was far from pleased with how the United States played.

  8. MLS Snapshot: Houston Dynamo 1-1 Chicago Fire

    Jul 3, 2015, 11:32 PM EDT

    Chicago Fire v Houston Dynamo Getty Images

    Substitutes scored the goals for each side, as the Fire leave Houston with a point.

  9. 2011 Women’s World Cup final loss still burns in Abby Wambach’s memory

    Jul 3, 2015, 11:00 PM EDT

    MONTREAL, QC - JUNE 30:  Abby Wambach #20 of the United States reacts before taking on Germany in the FIFA Women's World Cup 2015 Semi-Final Match at Olympic Stadium on June 30, 2015 in Montreal, Canada.  (Photo by Elsa/Getty Images) Getty Images

    Wambach gets a second chance in a World Cup final against Japan again on Sunday.

  10. USMNT player ratings: How Klinsmann’s men fared against Guatemala

    Jul 3, 2015, 10:45 PM EDT

    Guatemala v United States Getty Images

    Seventeen players saw action in the USMNT’s 4-0 over Guatemala. See who helped (or hurt) their standing heading into the Gold Cup.

  11. Rampone, other US veterans met with Ellis at midway point of Women’s World Cup

    Jul 3, 2015, 10:10 PM EDT

    during the FIFA Women's World Cup 2015 Group D match between Nigeria and USA at BC Place Stadium on June 16, 2015 in Vancouver, Canada. Getty Images

    The U.S. turned things around mid-tournament and now finds itself in the World Cup final.

  12. Peru 2-0 Paraguay: Carillo volley gives Peru third place in Copa America

    Jul 3, 2015, 9:35 PM EDT

    cd0ymzcznguwzdbhnduynddiytjhm2yyzthlmtjjotqwyyznptm0mmvlntm2nza3owm2njdizti5m2uyzwixztfinjiy AP

    For the second straight Copa America tournament, Peru has left with a third place finish.

  13. USA 4-0 Guatemala: USMNT cruises into Gold Cup with win in Nashville

    Jul 3, 2015, 9:01 PM EDT

    Fabian Johnson, Ruben Morales, Carlos Castrillo AP

    Three second half goals led to an easy win for the USMNT, as the Gold Cup is now just four days away.

  14. Turkey time: Nani to Fenerbahce, Podolski set for Galatasaray move

    Jul 3, 2015, 8:21 PM EDT

    Nani AP

    Deemed as excess talent by their Premier League clubs, Nani and Lukas Podolski are headed to the Turkish Super Lig.

  15. QPR reject $18 million Leicester City bid for Charlie Austin

    Jul 3, 2015, 7:30 PM EDT

    Queens Park Rangers v West Ham United - Premier League Getty Images

    With Queens Park Rangers relegated to the Championship, the club wants to get top dollar for star striker Charlie Austin.

  16. FOLLOW LIVE — Copa America: Peru and Paraguay clash for third place

    Jul 3, 2015, 6:34 PM EDT

    cd0ymzcznguwzdbhnduynddiytjhm2yyzthlmtjjotqwyyznpwe1ytrimtq3yjfiy2i0n2q5mtyyowm1nwe5ngq5ztfj AP

    Pride is on the line as Peru and Paraguay look to take home third place at the 2015 Copa America.

  17. Nicolas Anelka named manager of Indian side Mumbai City FC

    Jul 3, 2015, 5:40 PM EDT

    KUWAIT-FRANCE-ANELKA-ISLAM-YOUTH-CONFERENCE Getty Images

    Anelka now a manager? Oh how times have changed…

  18. World players’ union FIFPro opens door to women for first time in 50-year history

    Jul 3, 2015, 4:45 PM EDT

    Theo van Seggelen of Fifpro during the International friendly match between Netherlands and Spain on March 31, 2015 at the Amsterdam Arena in Amsterdam, The Netherlands.(Photo by VI Images via Getty Images) Getty Images

    Women’s players can get representation from FIFPro for the first time in the continued fight for equality.

Featured video

PST Extra: Done deals & transfer gossip