Finally, Phase II: The USMNT Needs A New Crest!

The 1950 one still musters up the air of authenticity even now...

First, your champion here is Nick Kern. Way…way…back in September, Nick sent us an email (below) about the need for US Soccer to replace their crest. We fired up the “Get-Fired-Up” machine–or you know the anti Dimitar-Berbatov-machine whatever you prefer–and gained a whole slew of valuable commentary. Nick even did a powerpoint.

And then Bob Bradley-Jurgen Klinsmann happened.

The the October friendlies and TSG Interview Week. And then the entire USSF machine got usurped by the World Cup bid process.

…and Nick…and you…waited. We did speak to USSF and they said that whatever the TSG audience put together the marketing team would look at.

So today…finally…TSG on behalf of Nick Kern and our audience will submit the following brief .ppt to USSF and see where it goes (and diligently follow-up). We’ll ask for written feedback including a potential roadmap to a new crest…and TSG will ask that they consult Nick Kern who so fervently followed up with TSG for the past three months.

It’s not like they have a World Cup to prepar….forget I said that.

Thanks for your patience Nick…and everyone.


From September 7, 2010…

Love receiving reader emails. Today, this one was funny, on point and made me think, “Yes, Nick, you’re right….unless Nike owns the rights to the old one.”

A plea from TSG reader named Nick. Should we rev up the TSG Stir-It-Up Machine?


Dear TSG,

I’m a loyal reader and first time emailer. As the on the field product continues to get better, one thing about the program continues to bug me….

The current logo (right) was adopted in the early 90’s and, as far as I can tell, was developed into a modern badge by 1995. “Saved by the Bell: The College Years” made it abundantly clear that Zach Morris and AC Slater had no place outside of the late 80’s/early 90’s and I feel similarly about our current badge.

The old style pentagonal soccer ball with the implied motion of a “vapor trail” is what bothers me the most. I’m happy that US Soccer restrained themselves from having the ball rip through a net or asteroid field, but it still looks ridiculous. The “US” font style also looks a dated (and not dated in the timeless classic sort of way.) Also, why not “USA”? Seems a bit informal to go “US”. Blue/White stripes (vs. Red/White stripes) and the triple star formation are not objectionable, but still somewhat of a WTF for me.




What should a proper badge look like? The 1950 version was far superior given its simplicity and classic look. A simple “USA”. The stripes are actually red and white bear some resemblance to another symbol of our great nation. It’s not as if US Soccer completely forgot about the badge either. They again saw the light of day when Nike got throwbacky on us in 2003, 2004, and most recently, in 2006. Hopefully, the older badget or one of similar quality would inspire better and more consistent uniforms from our friends in Eugene.

I ask you, TSG…scratch that, I *implore* you to lead a campaign to change the future of American soccer. I know I can’t do it alone. I need you. Your country needs you.

Can we make it happen?! Who’s with me….


110 responses to this post.

  1. Posted by Hercules on 2010/09/07 at 9:05 PM

    I do think that the crest probably does need to have a redesign.

    However…I think that a new crest would probably need to be tied in with a new nickname…but I don’t think that we need to get into that one again.

    Nonetheless, great idea Nick.


  2. Posted by matthewsf on 2010/09/07 at 9:08 PM

    Matthew from TSG here.


    Didn’t think about the crest (probably a bad thing), until you brought it up…and honestly. I hate it. There is no “U.S.A.” just “US” and even that name is obscured.

    Let’s get something more traditional instead. The current crest looks like a 70’s disco rendition.

    Good voice!


  3. Posted by Ryan R. on 2010/09/07 at 9:22 PM

    I hate the logo. It’s cheesy, doesn’t look good on a jersey and looks worse on a t-shirt. That said, I think it’s become too recognizable to the average fan over the last five years to change it now. If the average fan sees the current logo knows that it represents US Soccer when they see it. As bad as it is, it has become a recognizable symbol of the team. If the logo were changed and popped up in the little box above the SportsCenter anchor’s shoulder while he talked about an upcoming friendly, the average sports fan watching in a bar without the sound on would have no idea what team or story the anchor was going on about. When the current logo goes up, most sports fans know they’re talking US Soccer.

    There is only one possible way around this that I can see and that would be to adopt Nike’s Don’t Tread On Me Logo, which can be fantastic with a tweak or two. Getting around Nike’s ownership of that logo could be very tricky though.

    Basically, I agree with Nick that the logo is horrible, but I don’t think that US Soccer is in a position to change it. It’s too recognizable to change now, but US Soccer isn’t so big that if it were to be changed, everyone would see the news and quickly pick up on the new logo. In a perfect world, we’d be able to adopt a new logo (my preference is one featuring a bald eagle), but I don’t think that’s a direction US Soccer can go in right now.


  4. I like it, but I know a lot of people who won’t buy a USA jersey because they don’t like the crest


  5. Posted by Doug Bartow on 2010/09/08 at 12:49 AM

    Yeah, it’s ugly, and too big on the jerseys. Most team crests are based upon traditional heraldic design with meaningful illustrative elements that speak to tradition and history. I would argue our crest has none of that, and the stylized soccer ball is dated at best. I don’t think using the Gadsen flag’s Dont Tread on Me artwork is the answer, as this is best for supporter’s use, not federation use. An update of the crest used on the 1950 shirts would be a good place to start visually. Like any good identity design, it needs to be timeless (not timely)


    • The too big on the jersey I think was only an issue on the 2006 edition. 2008 is a regular size, 2004 is a little small, 96 and 98 were a touch on the large side though they were also sewn on patches making them look chunkier. Overall I think the crest is a comparable size to all of the other Nike outfitted teams.


  6. Proposal: The new US Soccer crest should be Frankie Hejduk slamming a beer while riding a red, white, and blue bald eagle who’s holding a soccer ball in its talons.

    For the USWNT crest substitute Michelle Akers. Similarly awesome hair.

    Lastly my spell check highlights “Hejduk” and when you hover over it it say “no replacements found”. Very telling.


    • *Not Nick who wrote the email about this*

      You’re right FBM, there is not replacement for Frankie Haircut, he’s a one-of-a-kind, but while he cannot be replaced he canbe improved upon.


  7. Posted by Nick on 2010/09/08 at 4:45 AM


    Thanks for bringing this to the TSG community.

    It would be interesting for me to know if US Soccer really views the Crest as a strong brand. I doubt they’d admit that it wasn’t, but I’ve never thought that it was.

    It makes sense to me as to why it was adopted. The soccer ball beats you over the head and makes you realize that this badge doesn’t represent the USA’s pro-beach volleyball or short-track speed skating efforts. I can only assume that the vapor trails got people excited 20 years ago….However, when you hear anecdotes of fans not buying jerseys because of the crest, then it strikes me that there is some opportunity.

    It could be worse, I suppose. CONCACAF seems to have a propensity for bad crests. Take, for instance, Costa Rica.

    …or T&T.

    In world standing, our crest is at least on par with Hondurus(!). Their crest actually looks pretty similar to ours. I wonder if the same guy who developed the modern crest was hocking his services across Central and North America.

    You guys know how I feel. We’ve tolerated a sub-standard crest for 20 years. Time for a change so we don’t go on tolerating a crest more befitting of a 2nd rate CONCACAF team over the course of hundreds of years.


    • Posted by Faith on 2010/09/08 at 8:17 AM

      I’d be interested to know whose crest(s) you like/think we should emulate.


      • Posted by Nicholas on 2010/09/08 at 8:48 AM

        Personally, I like the simple 1950’s version.

        A Gadsen retro-fitting would be acceptable to me as well, but probably difficult to pull off. I’m not a big fan of the eagle. Mexico has some sort of bird and I’m not sure I want to infringe/emulate their symbols (but it looks good on you, Mexico!)


        and England….

        are two of my favs. I’m not sure there is really a common thread on “What I like”, but each one of these crests have a classic look and really represent the country well. At least the 1950’s version accurately hits on historical symbolism for our country.


      • Posted by GeorgeCross on 2010/09/08 at 3:42 PM

        I am not an advocate for any team to ’emulate’ any other team’s badge – you want to keep your own identity, right?


        • I think what Faith was getting at was more along the lines of which national teams have a cool crest and what about their design (not specific items, but ideals) could we possibly integrate into ours.

          Or I could be wrong…besides if we accurately wanted to encapsulate our nation’s identity we’d use a big pot/cauldron to signify we’re a melting pot.


        • Posted by Faith on 2010/09/09 at 6:03 AM

          Yeah, Nick nailed what I was getting at. The only specific badges people were mentioning at the time I posted the comment were ones they thought were terrible. Rather than more “Here’s what I DON’T want to see on our crest,” I thought it’d be helpful to know which specific crests people were looking at when they said ours was comparatively bad.


  8. Posted by Jared on 2010/09/08 at 5:11 AM

    I think it should be changed because the current crest reminds me of something that a youth soccer club would have. Which I guess is fitting given the way US Soccer is run.

    The fact that there are stars on top is also an issue as usually the only time there are stars on crests is when a club or country has won something.

    I liked the Nike Don’t Tread on Me but I don’t feel like that was a timeless crest.

    I think the Bald Eagle needs to be incorporated into the design as it is our national symbol. Most countries use those on their crests.


    • Jared – When a team wins something stars are placed above the crest. The US crest is cutting it close, but the stars are acceptable (in my opinion) because a) they’re not gold, b) they’re contained within the crest, and c) they’re part of our national flag.

      However, you are spot on about it looking like a Youth Rec League logo (forget club).


      • Posted by brian on 2010/12/21 at 6:59 AM

        the itlalian national team put their stars in the crest granted theres are gold though.


  9. Posted by Matt on 2010/09/08 at 6:09 AM

    Without getting into opinion or belief (which is that I can’t stand this badge), there are three factually incorrect things going on with the bade:

    1) The stripes are blue/white (why not red/white?)
    2) There are only 11 strips on the badge (why not 13?)
    3) There are three stars on top (why not 13 or 50?)


  10. Posted by GeorgeCross on 2010/09/08 at 6:24 AM

    I don’t think it’s as bad as the poll suggests, but I don’t look at it and think it’s cool like other countries’ crests.

    Why does the national team badge ‘need’ a football in it?


    • I’m going to do some legwork today if I can get away from the prying eyes of the bossman and see if I can come up with 5-10 National Team crests that I think are actually cool. Agreed about the soccer ball being in the badge though, completely unnecessary but we are newbies to the soccer world (relatively speaking) and people in 1994 may have needed the extra hitting over the head to let them know we were talking about a soccer team; it’s not like we had a World Cup to host or anything. Ooops, we did.


  11. By the way, if Nick the email author does come on here, we need to discuss some naming things so people don’t get us confused. Or I could just refer to my pretty blue pinwheel next to my name.


  12. We need an official petition. TSG I believe you have the power. I think we can get this done.


  13. Posted by Faith on 2010/09/08 at 6:50 AM

    I don’t mind the crest as it is, but I wouldn’t mind it being updated, either. I like the idea of going back to the ’50s crest. And I’m totally opposed to the “must involve a bald eagle” sentiment expressed by a few commenters. That would look ridiculous & cheesy. Simplicity’s the way to go, if we’re going to make a change.


  14. Posted by patrik on 2010/09/08 at 7:35 AM

    once saw a rendering of a mesh between the Lazio crest and USA crest. basically it was the 1950 crest with a Lazio style eagle on it. it was pretty classy. wish i could find it again. regardless, new logo stat.


  15. Posted by Nicholas on 2010/09/08 at 8:29 AM

    (This is email Nick)


    Thanks for bringing my email to the attention of the TSG community.


    I get why US Soccer went with this “brand.” The oversized soccer ball beats you over the head and makes it clear that you’re not supporting the USA’s women’s pro-beach volleyball team or our short track speed skating efforts. The vapor trail, I can only assume, probably made people get excited 20 years ago. The “US” may seem a bit informal for people like me, but maybe “US” is trying to imply that we’re all in this together.

    We’re beyond that though. For me, I like simplicity, but anything that is more true to who we are as a nation would be preferable. If we’re over-sized, italic font (is that Arial?), then I could live with that, but I think we’re more than that. Judging by the reaction, the TSG community agrees.

    Now is the perfect time to re-brand as US Soccer will have a lower profile compared to the highs of the most recent World Cup.

    Let’s use the power of TSG for good.

    By the way, what is it with CONCACAF and terrible crests.

    Exhibit A: Costa Rica. This is worse than vapors. It appears that a Chinese symbol is taking a corner kick. Watch out for that vortex behind you!

    Exhibit B: T&T. Gray striping…wonderful. I only recently realized that it was an island that was hiding behind the print. I once thought it was a track symbol so with that knowledge, T&T’s crest has really grown on me, but it still sucks.

    Outside of CONCACAF, North Korea holds a special place for its generic nature. It screams, “COMMUNISM!” and then it screams, “SOCCER!”


  16. Posted by Mark on 2010/09/08 at 9:00 AM

    The Philadelphia Union developed a pretty awesome badge. Can we employ the designers of that logo? Nike has done a good job in recent years designing timeless and stylish kits but I always felt like they were hamstrung by the ugly badge.

    It’s also worth mentioning that great badges typically don’t incorporate a soccer ball in the design.


  17. Posted by Seth on 2010/09/08 at 9:05 AM

    The USMNT crest has always bothered me – yes it has the colors and a couple of stars, but it looks so amateur and weak in comparison with other countries’ crests. Nowhere did this stand out more than at the World Cup – all of these other teams have intricate crests with mottoes, national animals and significant emblems, giving a sense of the pride, tradition and complexity of their country. The USMNT shield seems like a weak representation of the complexity and tradition of this country – and there are many cultural icons to draw upon for inspiration, such as the Constitution/Declaration of Independence, the Bald Eagle, the Liberty Bell, the natural beauty of the mountains, plains and coasts… I’m no graphic designer, but I feel like the USMNT is doing the country and the sport a disservice by playing with such a weak design on their chests.


    • Posted by Faith on 2010/09/08 at 9:42 AM

      “The USMNT shield seems like a weak representation of the complexity and tradition of this country”

      You make an excellent point. That’s the best argument for a new crest I’ve heard. I’m officially converted from “It could use an upgrade” to “It needs to be replaced at once!”


  18. The crest is awful. It needs to be fixed. It needs to say USA soccer it needs to get rid of the clipart soccer ball. Reading through some of the comments I see that a lot of you agree. Here’s a couple of designs I just came up with real quick:

    and a more heraldic version that someone had requested:


    • Posted by Nicholas on 2010/09/08 at 9:49 AM


      Do you have a link on that? I’m not able to view the photo.



      • Here’s the links:

        This one is a basic re-do with corrected colors and nomenclature (USA).

        This one is taken from Nike’s Don’t Tread on Me logo, but without the snake which I didn’t like:

        And the last one is a more heraldic version that someone had requested, and the one I think I like the best:


        • Posted by Faith on 2010/09/09 at 9:19 AM

          I like all of those (although the Don’t Tread on Me one seems kinda blah without the snake). I think I’d like the first one even better with navy blue.


        • Here’s another one…


        • i’m thinking Craig’s sister is going to win this competition hands-down. I really like this latest one, though replacing the USA Soccer with white stars.

          What about something closer to a coat of arms?
          Upper Left quarter = Blue background with stars
          Upper Right quarter = the eagle from this past TwitPic
          Lower Left quarter = Don’t Tread Rattle Snake
          Lower Right quarter = Red and White Stripes


        • Sorry – i’m a moron, T-Muck’s sister is the one who’s putting different ones together.

          Craig – Keep up the good stuff, you and T-Muck’s sister are both putting together excellent work.


        • Posted by T-Muck on 2010/09/09 at 1:07 PM

          I think we definitely need a contest.

          TSG, the commoners have spoken, we need a contest!!!!


        • Posted by MJ on 2010/12/21 at 11:52 PM

          What about one with the DTOM badge but an eagle like the one on the presidential crest? Looking to one side and wings spread and such. Except instead of an arrow and olive branch, it has a (shredded?) ball clutched between its talons? I get the ball being there is cheesy but i feel like that logo would be sufficiently complex to justify it and not have the classic ball anymore, just like how the DTOM badge seems to justify the odd volleyball looking one the snake is coiled around in a sense.


  19. Posted by MikeUC on 2010/09/08 at 9:34 AM

    I smell another contest coming…


  20. Posted by kaya on 2010/09/08 at 9:37 AM

    Actually, I don’t think the Costa Rica crest is nearly as bad as the US’s. T&T and Honduras look the same terrible vintage, but less offensive.
    I think simply removing the soccer ball and the italicization from the font while reversing the reds/blues of the stars and stripes would both improve and simplify the look whilst leaving it completely recognizable for those worried about our precious little brand recognition.
    I don’t see why anyone should make a big deal about ensuring the proper number of stars and stripes are there.


  21. Posted by kaya on 2010/09/08 at 9:39 AM

    and speaking of cheesy logos… Matt, I was disappointed to not find any global sockerball report this weekend.


  22. Posted by Josh on 2010/09/08 at 9:44 AM

    A a US supporter since ’90, I do like the way the currwent badge looks on jerseys, but I think that is more pride than asthetics, and I do like that it just says US without the A. I don’t know why but I hate it when people call the USMNTs “Team USA.” We should just be called US Soccer. It’s probably just because I am a snob and think Soccer is so much superior to all Olympic sports. I think that a fix could be as simple as removing the italics on the “US” and the motion lines on the soccer ball. We don’t have all that much tradtion, so we should stick to something.


  23. Posted by T-Muck on 2010/09/08 at 11:08 AM

    I will admit, the logo is bad. Let me just point out, most of the US national team logos for other sports are bad.


    Baseball (Softball is similar):

    Basketball (not horrible but not good either):

    Swimming (just as bad as soccer):


    I’m not saying the soccer logo doesn’t need redone cause they’re all bad. I’m just pointing out they’re all bad.

    I am a fan of the eagle on there. Look at most of the government logos or seals. Most of them have the eagle on there. I’m a huge fan of the homeland security seal, that looks pretty sweet. Just don’t make it look like Germany’s and we’re good. Even throw a soccer ball in the background, don’t care.

    And I just found this, but it made me sad. The united states snowshoe association has a better seal than the current logo:


    • What about something similar to the Atletico Madrid crest? It’s alread got the colors, blue with white stars and red & white stripes…The angled approach to the blue with white stars also adds some intrigue.

      Or we could do a combination of the snowshoe shield in the middle of the logo you point out. Keep the current shape of the creat remove the US and Soccer ball (the red and white stripes fill the void), and keep the three stars at the top but put them in a blue background. That wouldn’t be too bad and would look like our flag which is about the only thing anyone (here or anywhere) can come to a consensus on being uniquely American and wouldn’t look too bad on a crest.


    • Posted by GeorgeCross on 2010/09/08 at 1:17 PM

      I think that T-Muck has made the best suggestion yet, regarding the use government logos. I think the ‘Coat of Arms’ on the US passport looks pretty sweet place to start.


  24. Is anyone here a graphic artist, or know one, that wouldn’t mind throwing a couple of our ideas together? I just feebly tried my hand in Microsoft Paint and failed miserably…


  25. Posted by Matt B on 2010/09/08 at 3:59 PM

    This definitely needs to be a contest. Make it happen TSG


  26. Posted by JohnnyF on 2010/09/08 at 4:51 PM

    all the various federation logos from the last world cup….


    • Posted by Faith on 2010/09/09 at 3:52 PM

      Hm, interesting. My favorites are Denmark, Germany, & Ivory Coast. (Their logos, that is…not their teams.) Not over-detailed, not too simple, still represents the country…well done.


      • And interesting that all of them have their FA’s initials in them, which would be similar to us having USSF somewhere on our crest.


  27. Posted by Mingjai on 2010/09/08 at 5:07 PM

    It should be noted that the logo shown in the post is not quite the US Soccer logo. Note how the bevels on the stars are not consistent and the blue and white stripes are of different width. The shape of the shield is also incorrect. The logo linked to below is the proper logo:

    I agree that at the very least, the US needs to reverse the red field and the blue/white stripes so that they at least match the US flag. Get rid of the beveled stars and viola! The logo looks so much better:


  28. Posted by Freegle on 2010/09/08 at 6:21 PM

    When Sunil Gulati saw the Philly Union crest, he should have bought/stolen it right there. Fix the colors, replace “union” with USA. It’s versatile. It gives us an identifiable “mascot.” It has an historical element to it that is distinctly American and a spectacular motto.

    Done and done. Too bad its too late.

    Regardless, I agree with the sentiment. The logo could use an upgrade.


    • Posted by GeorgeCross on 2010/09/09 at 2:39 AM

      It is too similar to ETA’s “crest” IMO. I know there’s no axe, but…


  29. Posted by Antonio H. on 2010/09/08 at 11:17 PM

    I did some google image searching and I’ve come to the conclusion that we might be the only nation with with a soccer ball in our crest….so that pretty much somes it up

    Other nations have some animal motifs, England, Germany. Holland, etc


    • Posted by Antonio H. on 2010/09/08 at 11:20 PM

      ok I take that back, Turkey & Ireland have one.but it doesn’t even look half as corny


    • Posted by T-Muck on 2010/09/09 at 5:45 AM

      I disagree. Look at the post from Johnny F above. About half of the teams have a soccer ball in the crest and some of them look pretty good (Japan, Republic of Korea, Uruguay).


    • Antonio, I’ll grant you that our soccer ball looks cheesy, but after looking at the jerseys of the World Cup Participants I’ve found that the following all have a soccer ball in their crest:
      – Mexico
      – Uruguay
      – USA
      – Ivory Coast
      – Ghana
      – Nigeria
      – Japan
      – South Africa
      – South Korea
      – Cameroon
      – Honduras
      – Algeria
      – Siwtzerland
      – Australia (sort of)
      – Serbia
      – Ireland (as you pointed out, though Turkey is currently just sporting their flag as their crest in the white band so no more soccer ball there)


  30. Posted by Faith on 2010/09/09 at 7:05 AM

    I stole Mingjai’s altered logo above, fiddled with it for about 10 minutes in Photoshop, & came up with 3 (admittedly amateur) designs, just to get a rough idea of some of the stuff that’s been suggested. If you’re interested, they’re here:

    I might be able to spend some more time on it after work, if anybody has suggestions.


  31. Posted by Smitty on 2010/09/09 at 7:31 AM

    Soccer ball included or not, it is really up to the designer. I disagree that we need Purple mountain majesties and amber waves of grain or 13 of any one design element. Don’t over do it.

    But yes, a contest is needed. Waiting your submissions breathlessly.


  32. Posted by Smitty on 2010/09/09 at 7:41 AM

    In direct contrast to my last post, I’m going to throw out these ideas for design fodder:

    Uncle Sam’s Boot crushing Europe

    An eagle carrying away a lion

    Neil Armstrong (in full moonwalk gear) executing a bicycle kick


    • Posted by Faith on 2010/09/09 at 7:44 AM

      hell yes on neil armstrong. (=


    • Posted by T-Muck on 2010/09/09 at 8:05 AM

      WAIT!!!! I GOT IT!!!!!

      Neil Armstrong (in full moonwalk gear) executing a bicycle kick, while over head is Frankie Hejduk slamming a beer riding a red, white, and blue eagle wearing a pair of sweatpants and a bloody McBride jersey.


  33. Posted by T-Muck on 2010/09/09 at 10:38 AM

    My sister is a graphic designer and board at work today. So I have her working on ideas. Here’s a first pass:


  34. Posted by Smitty on 2010/09/09 at 12:14 PM

    T-Muck’s sister is pure class.


  35. Posted by T-Muck on 2010/09/10 at 12:01 PM

    Here’s another:


    • Posted by Faith on 2010/09/10 at 2:18 PM

      maybe it’s the band nerd in me, but i looked at that for several seconds, thinking “why is there a saxophone on there?” before i figured out that it was a snake. /=


  36. Posted by Nicholas on 2010/09/10 at 12:59 PM

    • Posted by Faith on 2010/09/10 at 2:28 PM

      That is interesting. I was actually having that same debate with myself about the Arsenal crest recently. I like the clean look of the new(ish) one, but it kind of distances itself from the history of the club, which is a shame.


      • Not sure how streamlining their crest gets away from the history of the club. The cannon is still present, they’ve just removed the cannonballs and the little stars/explosions that cluttered the old crest.


        • Posted by Faith on 2010/09/10 at 2:51 PM

          Well, I didn’t compare it specifically to the previous crest. (I’m definitely not a fan of that one.) It just seems like over the entire history of the club, they’ve inched away from designs that scream “People who actually work at an actual arsenal started this club!” and toward a more generic look. Yes, there’s a cannon on there, but in my opinion it’s akin to the Houston Texans’ bull logo — a glossed-over version of the thing it represents. I don’t look at the Texans’ logo and think “Texas has a rich history in the cattle industry!” — I think “Oh, that’s the Texans’ logo.” (Which is what the teams are going for with the simplified designs — instant recognition.)


        • Posted by GeorgeCross on 2010/09/10 at 3:02 PM

          A simplified badge is cheaper to manufacture and replicate, no?


        • Fair point. It’s a tough line to toe since I look at those old crests mentioned in the Guardian article and think that while they represent the club, they’re also representative of a completely antiquated. It’s extremely difficult to make something heraldic and also timeless; the only example I can actually think of is England’s Three Lions. While definitely grounded in the times of kights and dragons, it has appeal to newer generations and immediately harkens anyone back to the time it represents.

          I then look at the proposals for the new ones and only Chesterfield’s looks decent, the Cheltenham town one looks forced, while Morecambe’s shrimp is an abomination.

          Arsenal’s newer crest is definitely a glossy/pretty logo but it is grounded in the history of the club, but it is lightyears ahead of the Texans logo. Though, the Texans are screwed because the University of Texas’s logo is perfect (color and all) to represent the cattle industry and history.

          There are also examples of the heraldic look absolutely fail as well, not surprising it occured with an MLS club (


        • Posted by GeorgeCross on 2010/09/10 at 3:52 PM

          I have always wondered why the cannon was west facing but now it is east facing.
          I am admitedly a traditionalist and don’t like change for change’s sake.


        • Posted by Faith on 2010/09/11 at 11:18 AM

          I agree about the difficulty of balancing heraldry & timelessness — you pretty much have to go with one or the other. (Hence, my internal debate.)

          I also share your dislike of the Texans logo, but as an Aggie, I much prefer this version of the Longhorn logo. (=


        • Posted by Baja Fresh on 2010/12/21 at 12:23 AM

          i remember reading on wikipedia that clubs simplify their crests in order to prevent fakes. arsenal’s old crest had a lot of elements on it, so some dude could just remove a small element and claim it was different. with arsenal’s new crest, they can now comfortably trademark it and come down on anyone who tries to duplicate it.


  37. Posted by Crotalus on 2010/12/21 at 1:00 AM

    If they do change it, it should include a rattlesnake somehow. I’m becoming a Mexico fan if we don’t just sack up and accept the snake as our official…thing.


  38. Posted by JW on 2010/12/21 at 8:45 AM

    We just lost a World Cup bid to Qatar. It’s time for “Don’t Tread” or USA. Angst or pride, not US (who is US anyways?).


  39. Posted by Nicholas Kern on 2010/12/21 at 3:08 PM

    Thanks Matthew and all who supported from the TSG community.

    Time to make it happen.


  40. How about we edit this to US colors and take out the boat. (I know we can’t really do that, but it’s nice.)


  41. Posted by Anon on 2012/02/16 at 10:49 PM

    Thought I’d resurrect this with some images. Basically a simplified pres. seal with a soccer ball.


    • Posted by Nick Kern on 2012/02/18 at 7:35 AM

      Those are the best I’ve seen yet. Love that it incorporates aspects of the earlier crest. Classic look as well. I would be ecstatic if something like this (or just this) were introduced.


    • Nice! I really like those.


    • Posted by EFG on 2012/02/20 at 2:44 PM

      The US Department of Homeland Security probably wouldn’t take too kindly to pilfering their logo. That being said, those designs are pretty sharp.


      • Pretty sure it belonged to the Presidential seal before it belonged to Homeland Security, but in any case, nobody seems to mind that the Ramones have been ripping it off for 20 or 30 years. (=


        • Posted by Kevin C. on 2012/02/21 at 11:31 AM

          Wondering why that struck a bell. Hopefully it wouldn’t encourage “the punks” to become our new nickname.


  42. For the sake of keeping tradition, really just swapping the red and blue, taking out the vapor trail (and possibly the soccer ball entirely), and a change in font would suffice. It doesn’t have to be a huge change, but rather just an update.


  43. Posted by ben on 2012/02/29 at 1:37 PM

    Did they ever reply?
    I find it bewildering that they still use the cheesy “flying ball”. I like the eagle ones above.

    I think Nike does a pretty good job with the kits but they’re stuck using that hopeless crest. They will probably sell more stuff, get more support and look more legitimate if they could replace that thing.

    How can they possibly not see this!?

    Also, I have to say…when exactly did we earn those stars? It’s cool we have stars in our flag so we’re trying to put them to use but stars have a meaning in soccer and its more than a little presumptuous to throw them into our logo without earning them.


  44. Posted by Shawn G on 2012/06/04 at 4:05 PM

    Here is a concept that I created based upon influences from the US Rugby badge and Juventus. I probably would want to change the style of the ball.


  45. Posted by O dub on 2012/06/29 at 12:08 AM

    For awhile I was on the “let’s change the crest” bandwagon, but with Nike changing the jersey styles every 4 years the current crest is the only consistency the team has right now. If we ever adopt a consistent uniform and develop a deep identity, then we can switch.


  46. Posted by Eric on 2013/06/02 at 10:56 PM

    Nick, The crest/shield on the centennial jerseys is much better but I am guessing it is only temporary. What was the word from the USSF after the power point was sent in?


    • Posted by NickK on 2013/06/03 at 2:41 PM

      Hey Eric, The reaction from USSF was underwhelming and disappointing. In February of 2011, we got the following: “As for the crest — we appreciate the feedback. At this point we don’t have any plans to make changes to the crest.”

      Matt pushed it with folks inside of the Federation (I would say persistently) but yeah, we didn’t get much in return. I hope this crest becomes permanent, but there haven’t been any indications that this will be the case.


  47. […] the crest.   Really quickly, a rough history of the crest design is as below:   According to Nick Kern from The Shin Guardian, and the Shin Guardian in cooperation with the United States Soccer Federation marketing team, this […]


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