Feb 17, 2014, 10:35 AM EST
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.
La Liga and Serie A roundup: Valencia, Napoli falter in Champions League bids; Milan derby a stalemate
Nov 23, 2014, 10:20 PM EST
Catch up on all of Sunday’s action and movement in La Liga and Serie A.
Nov 23, 2014, 8:15 PM EST
The Revs and Galaxy may both hold one-goal advantages, but they’re very different leads built in very different ways.
Nov 23, 2014, 7:45 PM EST
The Crystal Palace manager hailed his side’s “Neil Warnock performance” as they pull themselves out of the relegation zone.
Nov 23, 2014, 7:14 PM EST
The Galaxy find themselves just 90 minutes from the third MLS Cup final in four years after a narrow victory over the Sounders.
Halftime, MLS Cup Playoffs: LA Galaxy, Seattle Sounders in 0-0 Western Conference Championship stalemate
Nov 23, 2014, 6:05 PM EST
Zeroes on the scoresheet, but plenty of action in the first half. Sounders very patient, but Galaxy getting close.
Nov 23, 2014, 5:32 PM EST
He’s only ever done it twice in his MLS career, but with the season — and maybe his career — on the line, Thierry Henry will play on artificial turf next week.
Nov 23, 2014, 4:50 PM EST
The Spurs manager wouldn’t be drawn into talk about the winner from Christian Eriksen or the red card to Gaston Ramirez, instead discussing how he was just delighted to get three points any way he can.
Lineups, MLS Cup Playoffs: LA Galaxy host Seattle Sounders in Western Conference Championship, leg 1
Nov 23, 2014, 4:25 PM EST
Lineups are in for the Galaxy and Sounders’ Western Conference Championship first leg matchup. Two massive omissions leave Seattle shorthanded.
Nov 23, 2014, 4:07 PM EST
The Eastern Conference Championship first leg finished Red Bulls 1-2 Revolution, putting Jay Heaps’ side in full control of the series.
Nov 23, 2014, 3:10 PM EST
Steve Bruce challenged the decision to give Gaston Ramirez a straight red card, and criticized Tottenham defender Jan Vertonghen for going down too easily.
Halftime, MLS Cup Playoffs: New York Red Bulls 1-1 New England Revolution after thrilling first half
Nov 23, 2014, 2:52 PM EST
The first 45 at Red Bull Arena was wild. Take a deep breath and relive the thrilling actions, goals and all.
Nov 23, 2014, 2:00 PM EST
New England is undefeated in 11 straight matches with Jermaine Jones in the lineup.
Nov 23, 2014, 1:29 PM EST
Brendan Rodgers was quite downtrodden following Liverpool’s 3-1 defeat at Crystal Palace, the club’s third defeat in a row.
Nov 23, 2014, 12:55 PM EST
Hull led inside 10 minutes and looked solid on both ends, but a straight red to Gaston Ramirez for a kick at Jan Vertonghen, and Christian Eriksen completes the Spurs comeback a minute before full time.
Nov 23, 2014, 11:50 AM EST
Fastest ever red card? It certainly has a shout after Australian completes an ugly tackle straight after coming on.
Nov 23, 2014, 10:48 AM EST
Mauricio Pochettino has called on Ben Davies and five others to fix things for Spurs, as both sides make a whopping six changes to their lineups from last weekend.
Nov 23, 2014, 10:26 AM EST
Yannick Bolasie was a force down both flanks as Neil Warnock’s Crystal Palace pulls out of the relegation zone.
Nov 23, 2014, 10:01 AM EST
David Moyes began his tenure in Spain with a 0-0 draw, but there was more to it than that.
Nov 23, 2014, 8:19 AM EST
After missing the World Cup while rehabbing a serious ankle injury, Marco Reus is faced with yet another long road back.
Nov 23, 2014, 7:48 AM EST
With Daniel Sturridge shelved for weeks and Mario Balotelli unable to get past a groin knock, Liverpool turns to Rickie Lambert to produce goals at Selhurst Park.
- Inside Look, MLS Cup Playoffs: How Revs, Galaxy built very different one-goal leads 0
- Recap: LA Galaxy grab 1-0 lead over Seattle Sounders in Western Conference Championship 1
- Despite artificial turf, New York Red Bulls’ Thierry Henry says he’ll play next week at New England 1
- Recap: New England Revolution snatch 2-1 lead, two away goals from New York Red Bulls 6
- Video: Brendan Rodgers says Liverpool needs to “become a team” 1
- Crystal Palace 3-1 Liverpool: Bolasie carves up Liverpool defense 3