To partake in a fresh start to the 2021 frame, the Columbus Soccer Club is engaging in a full rebrand with a few key changes.

First and foremost, the nickname “Crew” is being dropped from the primary logo moving forward. The club will also be known as Columbus Soccer Club, or SC, and not Columbus Crew SC. The change toward a minimalist presentation, at least at the surface level, is fairly common in professional sports today.

However, the organization has made it clear that “Crew” will still be around as a nickname. It will just be gone from the official name and primary logo. So, for fans who still want the Crew identity, it is there, just not immediately apparent.

Although the change was announced just a few days ago, there has already been backlash about the change. People brought up that there is no real reason why a rebranding seems essential. Especially since the Crew won the Major League Soccer championship last season, there appear to be no crossroads that seem apparent to fans.

"The current direction of our Club and our city provides a natural time to examine our identity going forward," Crew President & General Manager Tim Bezbatchenko told ESPN. "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.”

Another reason for the move is the timeliness of moving stadiums. Columbus SC is planning on moving into a new, $314 million stadium located in downtown Columbus later this summer. From the organization's perspective, the move presents a great opportunity to showcase a new look.

“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,” Bezbatchenko told ESPN. “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.”

Now, let’s get into the actual design of the primary logo.

With the name change comes a design change that will be a key part of the rebranding alongside the name. The old logo was curricular and highlighted white, black, and yellow as the main colors that pop to the eye.

Now, the logo has taken on a modern twist with sharp corners and an immaculate presentation. The yellow has slightly transitioned to a more gold color and is far more subtle, serving only as an accent.

The old logo featured a script in a circle at the center, composed of a checkered and striped design. Now, a large “C” will be the new identity of the team. In white with a black background, bordered in gold, it stands out to the eye and will be how Columbus SC is visually known going forward.

So, be on the lookout for a new look and somewhat new identity from Columbus SC soon!

See the Columbus SC logo history and team history.

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