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Second Time’s the Charm: How the Chicago Fire Got Its Latest...

The Chicago Fire officially unveiled a new logo last week, marking the club's second rebrand in two years. But while the first one...

The MLS Identity Crisis

Now 26 years old, MLS has come a long way from its "just trying to survive" early days. But while the league has built...

The Columbus Crew Rebrand Fiasco Exposes the Disconnect Between MLS Owners...

After unveiling a new crest and changing its name from “Columbus Crew SC” to “Columbus SC,” there was an outpouring of negative reaction from...

The Rebrand Blueprint: What Clubs Get Both Right and Horribly Wrong

A brand goes deeper than just a logo and color scheme. With several MLS franchises recently undergoing rebrands, we examine the ones that both...

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