Chivas USA Wordmark Logo

The Chivas USA wordmark logo is an iconic symbol of the team’s history and identity. The original version was unveiled in 2004 when the club first joined Major League Soccer as an expansion franchise. It featured a red, white, and blue shield with a stylized “C” at its center that represented both Chivas Guadalajara (the Mexican parent club) and Club Deportivo Chivas USA (the American branch). The colors were also meant to signify unity between Mexico and the United States.

In 2013, following several changes in ownership, management decided to update its branding by introducing a new logo for the 2014 season. This time it featured three stars above two crossed swords that formed an abstract letter “C” shape - again representing both clubs from either side of the border but this time emphasizing more strength than unity between nations. Additionally, they incorporated green into a color scheme that was widely accepted by fans as part of their traditional colors associated with Guadalajara's home kit since the 1950s.

Finally, after another change in ownership took place during the summer of 2014 yet another rebranding effort began leading up to the 2015 season where they went back to basics while still keeping some elements from the previous iteration such as 3 stars above the letter "C" shape made out of crossed swords however this time it was much simpler design overall featuring only black & white palette along with gold accents which gave whole look more modern feel while still staying true to roots set forth over a decade ago when the team first entered MLS league thus creating a lasting legacy for future generations enjoy & remember fondly.