The big news in the world of soccer this week was that U.S. Soccer finally unveiled their new crest. After having a leak of the crest out in the public since August of 2015, it was a long-time coming for the reveal.
The new crest is distinctly minimalistic and modern, ditching a pair of trademarks of the old crest: the clip-art soccer ball and the three stars that had no significance. I was recently interviewed for my thoughts on the new crest for the folks at Four Four Two – which just launched their US edition.
My three main takeaways on the new crest are:
- The old logo was “tired” and was in need of updating, especially to connect to younger audiences.
- It’s clean and crisp, but it’s not uniquely ownable to U.S. Soccer.
- A soccer crest doesn’t need a soccer ball in order to define it, but the new crest doesn’t “scream soccer” at first glance.