Major League Soccer is in the midst of a rebranding process, and a big part of that is the abandonment of their current logo for a new one. What you see above is the end product.

It appears to be a shield with a little tail on its backside.

This means the end of the old MLS logo, which is too bad because the old logo had just passed the “embarrassing 90s” mark and was entering the “lovably 90s” territory.

Yes, that old logo looks like a cheaply done thing made with clip art, but it was our cheaply done thing made with clip art.

The new logo is fine, if a bit generic. It’s a standard shield that looks like any other soccer crest in the world. There’s a “slash” and the aforementioned tail, and there are three stars which some marketing person with the league writes “represent the pillars of our brand: For Club, For Country, For Community.” Pillars of our brand!

On the website MLS even has a Q-and-A section where it answers the question “Q: Why doesn’t the new crest resemble other league logos?” and the answer should be: Well, it kinda does.

The one cool thing is that each team gets its own color logo, which is neat.

What say you about this?