Rebrand for Chivas USA Could Be in the Works
By Aaron Rench
It looks like Chivas USA might not be Chivas USA forever. According to TheGoatPararde.com, a Chivas USA blog, the folks in the Chivas organization have applied for two names and logos, meaning that a rebrand may be coming for Los Angeles’ second soccer team.
The two trademarks were for “Los Angeles SC” and “Los Angeles FC”. Either name convey’s something more though than just a change of colors — it looks like Chivas USA is looking for a fresh start. Both logos were pictured in the report from TheGoatParade.com, each being a mix of black and red in the common soccer-crest shape. The Los Angeles SC logo has multiple different symbols inside the crest, but none appear to be a goat. The Los Angeles FC crest has some kind of something, but I can’t tell if it’s a snake, a goat, or just a tribal tattoo; it’s up for interpretation.
Let’s be honest, Chivas USA is the worst team in MLS. They’ve been near the bottom of the league in each of the last four seasons, and they rapidly make questionable decisions about players, coaches, and team staff. They draw the smallest crowd of any MLS team, below half of the league average.
A new name and logo could be the facelift that the organization needs to lift itself out of the figurative crater it finds itself. This year looks to be yet another rebuilding year, but maybe one more success full than others. They’ve traded for midfielder Mauro Rosales and defender Andrew Jean-Baptiste this offseason, recently added D-mid Agustín Pelletieri, and get a full season of former U.S. national team star Carlos Bocanegra. They’re moving up in the American soccer world, albeit slowly. A team-wide refresh could be exactly what the doctor ordered, but don’t expect any official changes for at least another year.
Even then, maybe they’ve worn out their welcome in LA, who are predominately run by the Galaxy. There are several other American cities willing and ready to take a team off of LA’s hands.