RUMOR: Chivas USA Rebranding


It looks as though Chivas USA is heading for a major rebranding just one month before the 2014 Major League Soccer season kicks off.

According to reports from The Goat Parade, Chivas Guadalajara Licensing LLC has filed two trademark applications, one for “Los Angeles F.C.” and one for “Los Angeles SC”. According to the public records from the U.S. Patent and Trademark Office, the applications were filed separately on January 17, 2014.

Along with the applications for club names, two logo mock ups have been released which you can find HERE and HERE. There hasn’t been actual confirmation as to whether or not Chivas Guadalajara Lincensing LLC is affiliated with Chivas USA, but it is certainly something to keep a close eye on.

If the rumors prove to be true, it’s unlikely that the team could undergo a rebrand before this season starts. However, there is the chance that they could have everything ready to go to unveil at a season kickoff event. Still, it’s likely that these rumored changes go into effect, should they become official, for the 2015 season at the earliest.

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Tags: Chivas USA Major League Soccer

  • JoRyanSalazar

    That’s massive right there. Chivas USA are in dire need of a rebrand and this will help them moving forward.