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.
Dec 19, 2014, 11:20 PM EST
Harry Redknapp believes he could be Ravel Morrison’s “last chance” to prove he is ready to play top-flight football.
Dec 19, 2014, 10:25 PM EST
Since returning from injury, the England international has been key to United’s six-game win streak.
Dec 19, 2014, 9:40 PM EST
Rog and Davo are joined by Downton Abbey’s Laura Carmichael, who discusses her short stint selling hot dogs at St. Mary’s and the rivalry between Southampton and Portsmouth.
Dec 19, 2014, 8:50 PM EST
With 45 points through 17 matches, Bayern Munich is having the best season in Bundesliga history.
Dec 19, 2014, 8:00 PM EST
The opening weekend of MLS play features Orlando City SC and New York City FC facing off in a battle of expansion teams.
Dec 19, 2014, 7:10 PM EST
Newcastle and Sunderland may be bitter rivals, but their managers are telling supporters to behave on Sunday.
Dec 19, 2014, 6:20 PM EST
The Blues’ boss said his Belgian playmaker can become a Chelsea legend, but must win titles first.
Dec 19, 2014, 5:30 PM EST
England’s number one keeper finally put pen to paper with a new deal that will keep him at the Etihad until 2019.
Dec 19, 2014, 4:40 PM EST
The Leicester City boss was also fined $15,000 by the FA following his altercation with a fan.
Dec 19, 2014, 3:55 PM EST
CR7 and Howard, it seems, are among the few blessed with tons of talent and even more desire to work.
Dec 19, 2014, 3:20 PM EST
In the Premier League, Brad Guzan is tasked with keeping Manchester United off the scoreboard.
Dec 19, 2014, 2:05 PM EST
Orlando City founder and president Phil Rawlins described Shea as a big addition to the squad.
Dec 19, 2014, 1:43 PM EST
Altidore’s production for his country and in the Eredivisie prove he’s a much better player than his horrible spell at Sunderland.
Dec 19, 2014, 12:52 PM EST
According to The Daily Express, Man Utd’s man if Mats Hummels won’t come over from Borussia Dortmund is Nicolas Otamendi of Valencia.
Dec 19, 2014, 12:00 PM EST
Where and how to watch all the PL games during Week 17.
Dec 19, 2014, 11:38 AM EST
“He had to make a step back in his recovery,” said Southampton boss Ronald Koeman.
Dec 19, 2014, 10:50 AM EST
Villa Park hasn’t been a fortress for the Villans, and that’s underlined when bigger teams visit.
Dec 19, 2014, 10:10 AM EST
Sporting also added Hungarian striker Kristian Nemeth and Haitian mid James Marcellin.
Dec 19, 2014, 10:02 AM EST
Here’s how PST’s lead writer and editor sees things panning out this weekend.
Dec 19, 2014, 9:06 AM EST
Mangala on visitors to the Etihad: “Normally, teams that are coming here play more defensively.”
- MLS announces home openers for 2015 season 0
- Mourinho says Eden Hazard can become an all-time great 1
- After failed odyssey abroad, Brek Shea returns to MLS with Orlando City 3
- Lille, Werder Bremen noted frontrunners for Jozy Altidore’s services 1
- WATCH: Premier League TV schedule – Week 17 0
- Another set back for Southampton: Jay Rodriguez’s nightmare year continues 0