I’ve long been frustrated with the Columbus Crew’s identity, to where I had attempted a rebrand before (not posted here), but I don't really like the way that one came out, so I wanted to give it a second go. Hopefully this one does them justice, because I think the look they’re going for has a lot of potential, but they could do far better than three silhouetted construction workers on a shield.

 

They have, in my opinion, one of the best color schemes in MLS in black and yellow: A really industrial look, and one that says “We’re tough and we’re not going anywhere.” I wanted to try to communicate that with this rebrand; I wanted the logo to be serious with just a hint of fun. I wanted something that looked like it belongs on a label in a factory somewhere. As a side note, MLS is reaching its 20th anniversary soon, so embracing the year the team was founded is a good move, in my opinion. MLS surely isn’t the oldest league in the world by any measure, but I think we’re getting to the point where we can acknowledge that it’s been around long enough to be proud of its history, and not scoff at 1996 like it was just yesterday.

 

Decided to do a few apparel mockups as well because logos mean more when you can see them in action.

 

 

Photo credits to Roger Deborde and Sam Fahmi and Alison Horn of Massive Report.
Credit to Manfred Klein for the font, Old Sans Black (free for commercial use).

 

No commercial use intended.