New MLS team Los Angeles Football Club, scheduled to launch in 2017, have finally gone ahead and registered trademarks for two crests — one of which could be adorned on club jerseys, merchandise and anything and everything LAFC.
Headed by film producer Peter Guber, former NBA executive Tom Penn, investor Henry Nguyen, tycoon Vincent Tan and a string of minority investors too many to name, LAFC will let their fans decide in December which crest they’ll use — presumably from the two featured below that the club and MLS has proceeded to get trademarked.
Los Angeles Football Club — Logo 1
Los Angeles Football Club — Logo 2
The two crests themselves differ greatly in style and appearance, although both do make use of the franchise’s set color scheme of red and black.
Rather interestingly, the two crests differ on the franchise name abbreviation embedded into the design. For example the first trademarked design has Los Angeles FC embedded into the crest whilst the second design has Los Angeles SC. It seems as if the franchise are as yet undecided on the direction they want to go in, at least in terms of calling themselves a football club or a soccer club.
In terms of appearance, logo #1 is a much more soccer-specific logo in that it replicates the general idea of what you would see from a team crest in Europe’s leagues. The black and red color scheme is fully utilized with a gold border going around the outside of the crest, almost to form a shield shape. The text ‘Los Angeles’ is centered in bold white typeface, which draws the eye straight to it.
There is also the inclusion of three separate animals in the crest. There is a lion, a bear and an eagle all positioned in front of a castle. The bear has been taken from the flag of California. The crest, I can liken it to most is that of Le Mans FC in France, which utilizes a similar shape and color scheme.
One final point to make on Logo #1 is the inclusion of a clip-art soccer ball right at the bottom. This is an issue that came up in a number of fan comments when discussing logos for the new franchise online. There is a feeling that such clip-art is no longer necessary and that the logo itself should be recognizable enough with the need to include a soccer ball image.
The second crest is much more generic and simple in its design. The black, red and gold color scheme is again used in a shield-like shape. However, there is the inclusion of a red cross as the main design feature of the crest.
The different quadrants created by the centered cross are each filled with a different emblem. The top left has a star, the top right a castle tower with a bear in the bottom right and a lion in the lower left. This is slightly similar to Logo #1 but in a different design.
The fans will probably have the final say on the choice of crest but personally both have their merits. Logo #2 is more generic but rather more modern in its design. It does however seem less of a soccer crest and more of a generic logo.
Logo #1 is much more centric to the sport itself and likely to be the more popular choice. Its connection with European soccer is something that supporters may be in favor of, and it is certainly something that would instantly make you think of LAFC upon first glance.
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Will Q
July 17, 2015 at 5:43 pm
Alright so I have an idea and it might be either the worst idea in the history of anything, or a genius idea. I don’t want to waste time designing it if no one on here thinks its decent(I tend to obsess over it until its perfect).
So here it is:
To the world, LA is the epicentre of hollywood culture. In some sense, the galaxy represent that, with their “star power” theme, but for LAFC fans, the extraordinary wealth and shallowness that this represents has grown tiresome at best, and disgusting at worst.
We are, however, the front lines of the soon to be won war against homophobia, transphobia, as well as the war on drugs, and what one could argue is any form of being “different”. LAFC has the opportunity to become the first professional sports franchise in north america, to stand up and fly these colours. The world would stand up and take notice. Celebrities would be lining up to endorse LAFC. So now that I’ve told the story, heres what I had in mind: I’ve heard numerous references to paying homage to chivas fans by refering to the team as goats – and I think this could be important.
The main element of the crest would be a bighorn sheep – not quite the same as a goat, but close enough to be paying homage – whilst different enough to be a fresh start. And quite honestly a more badass animal.
So a bighorn sheep head silouette – white or silver and fairly basic looking, with a black background.
In each of the four corners of the crest would be L,A,F,C – each in different colours from the LGBT flag. the remaining colours from the flag(there should be 2) would form a thin line quartering the crest. I know this is probably a little too much for most, but I had a vision for something tasteful that would send a powerful message and couldn’t help but share it. Comments and Criticism? Worst Idea ever?
R
July 18, 2015 at 5:12 pm
I think you’re on to something, but I think the rainbow doesn’t work as well for a sports team. Too many colors. I think their model should be the rugby club Stade Francais, who have attracted fanbase from the gay and fashion communities. They started by wearing pink jerseys, adding pink to the crest, and then wearing jerseys created by fashion designers and modern artists. They even have a shirtless calendar of the players. A Google image search will give you an idea of what a distinct and radical visual identity they have, a version of which I think could succeed in LA.
https://www.google.com/search?q=stade+francais&es_sm=91&biw=1280&bih=705&source=lnms&tbm=isch&sa=X&ved=0CAYQ_AUoAWoVChMIvLT22cvlxgIVSBY-Ch032wXW
Will Q
July 17, 2015 at 1:25 pm
Please god, not another red black and gold team. Find something original.
Gringo
November 19, 2014 at 5:05 pm
What does a rampant lion and castle have to do with LA?
supertrev
November 19, 2014 at 6:32 pm
Not many lions running around in Orlando either(quite a few snakes, alligators and bears though)
San Fransiscan
November 19, 2014 at 8:50 pm
There are mountain lions in LA. They should have that on their logo. Bears are fine.
Gringo
November 19, 2014 at 5:04 pm
Both of those suck
Jeremiah
November 19, 2014 at 5:03 pm
Maybe you should read this article when you get a chance http://www.espnfc.com/major-league-soccer/19/blog/post/2119055/lafc-arrive-impressively-in-mls-but-have-questions-to-answer
Specifically, “There are other issues of course. The LAFC name isn’t guaranteed to stick around and Penn said he expected the club to go through an entire branding process, one that will involve the club’s fans.” Don’t know if you have even been through a branding process, but for an organization of this size, they do not take a month to perform.
Jeremiah
November 19, 2014 at 4:57 pm
Chris, are you high? The team does not even have an official name yet and these logos are both like 20 years old. Where did you see that they were going to let the fans decide in December, I would love to see this source.
Christopher Harris
November 19, 2014 at 5:27 pm
news.sportslogos.net/2014/11/17/are-these-the-logos-of-the-los-angeles-mls-team/
DF
November 19, 2014 at 3:49 pm
I can’t help but feel like both of these miss the mark.
CTBlues
November 19, 2014 at 12:48 pm
The first thing I see in the first logo is a birds head in front of the castle.
MrTuktoyaktuk
November 19, 2014 at 10:14 am
Those designs date from when the league started taking over CUSA. I haven’t seen anyone suggest they are even being looked at as options for LAFC.
Christopher Harris
November 19, 2014 at 10:19 am
Vice versa, we haven’t seen anyone suggest that they’re *not* the options that LAFC will present to their fans in December.