Columbus Crew Soccer Club Unveils New Brand and Badge
After several weeks of social media hype and a city slammed with billboards, pop-up logos and far-too-easy-to-destroy road markings, the Columbus Crew unveiled its new brand and badge at an exclusive event at the LC Pavilion on Wednesday night.
Crew owner Anthony Precourt, MLS Commissioner Don Garber and Columbus Mayor Michael Coleman gathered on stage and proceeded to give the fairly large gathering of supporters and media goosebumps with the joint vision of city and club to evolve and move forward into a bright future that looks to be in store for both the #newcrew and the city of Columbus.
While everyone in attendance was really there to see the new logo, the announcements of free tickets for 11 year old kids and the investment of $100,000 to create a new “authentic Columbus experience”, whatever that means, were nice little additions to an evening dripping in promise.
Finally, the new logo was revealed on the large video screens and greeted with a large roar of approval.
The new circular-shaped badge pulls from both the clubs past and future with nods to the City’s German heritage as well as the Crew’s place as a founding team in the league with the number 96 proudly displayed within the original crest.
Along with the badge comes a minor tweak to the name. Going forward the full team name becomes the slightly awkward Columbus Crew SC. Or, Columbus Crew what-does-SC-mean? to anyone not yet in the know.
After much praise and promotion of Columbus as a city it felt a little odd to have a New York based band that originated in Denmark to be the band that closed out the evening, but that’s how it went as novelty-pop-rock band New Politics did the best they could in front of a crowd that has already got what they came for and slowly made their ways to the door.
With season tickets sales growing, a forward-thinking manager and a new look, it’s an exciting time to be a Crew fan and even though this current season still has a lot left to give, next year can’t come soon enough.
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Matt Ellis is a freelance photographer who covers bands that visit the city and the Columbus Crew MLS team. More about Matt can be found at Matt Ellis Photography.