COLUMBUS, Ohio – In what was already a controversial bit of news before it became official Monday afternoon, Columbus Crew SC has become Columbus Soccer Club.
The Major League Soccer franchise Monday announced updated brand marks. In a press release, the team said that it would embrace the Crew’s history and tradition of the club and its trademark black and gold colors.
This is the second time the club has changed it’s name. It originally was named the Columbus Crew before it was switched to Columbus Crew SC several years ago.
“The Crew’s new marks set to elevate the city of Columbus, recognizing the global stage of soccer and the opportunity to represent the city for which they play,” the press release stated. “The new crest will be used interchangeably.”
“The current direction of our club and our city provides a natural time to examine our identity going forward,” Crew president and general manager Tim Bezbatchenko said in a statement. “Our identity and brand evolution includes a shift in our mindset to be consistent contenders on the pitch, but also includes evolving our look both in the community and across competitions. With the upcoming completion of our new, modern, dynamic stadium, our world-class OhioHealth Performance Center, and coming off an MLS Cup championship, our marks are aligned with where we are headed as a city and as an organization. We are proud to represent Columbus on the global stage of soccer and aspire to help elevate the city and honor it for what it has done for the Club. We are Columbus Soccer Club, we are The Crew, and we will always be the black and gold.”
According to the press release, the C indeed represents the Crew primarily and also Columbus. The state of Ohio flag forms the overall shape of the shield. The new marks authentically incorporate symbols (checker flag to present the diversity of our fans, Ohio state flag to represent Ohio’s first MLS team, Short North arches and stadium geometry to inspire our new font) meaningful to the region and our supporters and represent an evolution of the club’s tradition.