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Chivas USA heading for rebrand? Trademarks reportedly filed, new logos leaked

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With less than a month to go until the start of the 2014 Major League Soccer season, it seems as though one team is about to undergo a huge facelift.

Is this finally the end of Chivas USA as we know it?

Reports leaking from The Goat Parade suggest that the U.S. Patent and Trademark Office have received two trademark applications from “Chivas Guadalajara Licensing LLC” as Chivas look to rebrand their MLS franchise as either “Los Angeles F.C.” or “Los Angeles SC.”

According to public database records from the USPTO, Chivas USA applied for separate trademarks on January 17, 2014.

With the report also linking out to mock ups of the suggested new badges for both clubs, it seems as though the Chivas brand are finally admitting defeat in trying to spread their name in the marketplace in LA and California. For many years Chivas have had the lowest attendance in MLS and have struggled on and off the field, as well as with the clubs wider identity as parent club Chivas Guadalajara have always been lurking in the background.

source:
This snazzy design includes a bear, lion, tower and star. What do you think?

However with this fresh approach and the owners seemingly looking to cement the club’s roots in LA, something which has long been debated as many thought Chivas would be relocated elsewhere in the U.S. as they continue to underwhelm, this plan to rebrand seems like the team will remain in Southern California for the foreseeable future.

Both new logos have the same color scheme of gold, red and black, as on the left is the LA SC badge which consists of a shield split into four quadrants.

A gold star, tower, lion and bear are included here, as the resembles the lions on the Chivas USA crest and the bear is similar to the one seen on the state flag of California. While on the right you can see the proposed logo for Los Angeles F.C. which is much more, well, simple.

Many will be hoping this rebranding breathes new life into the Chivas USA franchise, which has been stagnate, confused and rudderless in recent seasons. The loyal Chivas fans in LA deserve a club to be proud of, and it seems like these changes could go a long way to helping the club succeed on and off the pitch in the future.

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A black eagle above a red lion and black bear in front of a red tower. What LA F.C. logo would look like.

But after the recent unrest about the clubs performances, Chivas have finished bottom of the Western conference in three of the last four seasons, and the whole ‘El Chelis’ experiment going horribly wrong last season, things have been at an all-time low for Chivas USA in recent months.

However with Carlos Bocanegra on board, Erick ‘Cubo’ Torres on loan from Guadalajara and some nice offseason pick ups from new head coach Wilmer Cabrera, a renewed sense of optimism is in the air ahead of the 2014 MLS season. The timing of this announcement could perhaps not be better, as Chivas owner Jorge Vergara aims to finally sort things out and get the club moving forward again.

This new image could considerably alter Chivas USA’s future, for the better.

Manchester United said to be offering $12 million bonus to Zlatan Ibrahimovic

MANCHESTER, ENGLAND - APRIL 12:  Zlatan Ibrahimovic of Paris Saint-Germain beats Eliaquim Mangala (20) and Joe Hart of Manchester City to score, but his goal is disallowed during the UEFA Champions League quarter final second leg match between Manchester City FC and Paris Saint-Germain at the Etihad Stadium on April 12, 2016 in Manchester, United Kingdom.  (Photo by Clive Brunskill/Getty Images)
Photo by Clive Brunskill/Getty Images
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The Premier League sometimes seems to deal in funny money, and it might take just that to bring Zlatan Ibrahimovic across the English Channel.

The Swedish superstar, 34, is leaving Paris Saint-Germain this summer and is reportedly being targeted by several Premier League clubs.

[ MORE: LVG issues statement ]

With his old pal Jose Mourinho expected to take over at Manchester United, there’s been a natural batch of gossip linking the pair. Goal.com has claims of extraordinary dollar signs for the trophy-collecting Ibrahimovic.

Goal’s French site claims that Ibrahimovic would get close to a $12 million signing bonus to go with a huge weekly salary of approximately $363,000. Add that up, and you’re talking more than $560,000 a week.

The report spreads rumors of a $400,000-per-week offer from Major League Soccer for Zlatan, and that acquisition would certainly quell the minor storm caused by China’s acquisition of many big names.

We’ve always thought Ibrahimovic was more an Arsenal-style player, but imagine Mourinho running the Swede with Anthony Martial and Marcus Rashford? Bonkers.

Ajax hires Peter Bosz as new coach to replace Frank de Boer

SOUTHAMPTON, ENGLAND - JULY 30:  Peter Bosz manager of Vitesse looks on ahead of the UEFA Europa League Third Qualifying Round 1st Leg match between Southampton and Vitesse at St Mary's Stadium on July 30, 2015 in Southampton, England.  (Photo by Jordan Mansfield/Getty Images)
Photo by Jordan Mansfield/Getty Images
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AMSTERDAM (AP) Ajax has signed Peter Bosz as its new coach, replacing Frank de Boer who announced earlier this month he was leaving the club after nearly six years in which he won four Dutch league titles.

Bosz, a former player and technical director at Ajax’s arch rival Feyenoord, is leaving Maccabi Tel Aviv to join the Amsterdam club on a three-year contract.

[ MORE: USMNT-Ecuador preview | Klinsmann eyes semis ]

In a statement late Tuesday, Bosz says it is an honor to join Ajax. He says, “I am very ambitious and so is Ajax.”

Ajax director Edwin van der Sar says that in Bosz, Ajax has hired a coach “who can make our talented squad even better.”

Ajax finished second behind PSV Eindhoven in the top flight Eredivisie season that has just ended.

WATCH: Neymar caught a bit offguard in first look at his wax figure

MADRID, SPAIN - MAY 22:  Neymar of FC Barcelona celebrates aftr scoring Barcelona's 2nd goal during the Copa del Rey Final between Barcelona and Sevilla at Vicente Calderon Stadium    on May 22, 2016 in Madrid, Spain.  (Photo by Denis Doyle/Getty Images)
Photo by Denis Doyle/Getty Images
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I remember the first time I saw the first of many life size wax replications of my body.

That is a sentence I am unlikely to ever utter, but Neymar is a different story.

[ MORE: USMNT-Ecuador preview | Klinsmann eyes semis ]

The 24-year-old Brazilian superstar was caught on camera witnessing his wax figure for the first time, and we can watch it thanks to FC Barcelona.

Look at this guy, looking at that guy. The most interesting part for me is his fascination with how well they did with his tattoos, which of course are easier to duplicate than, you know, a face:

Morris “completely respects” Klinsmann’s keeping him off USMNT roster

SEATTLE, WA - APRIL 20:  Seattle Sounders FC forward Jordan Morris speaks on stage during We Day at KeyArena on April 20, 2016 in Seattle, Washington.  (Photo by Mat Hayward/Getty Images for We Day)
Photo by Mat Hayward/Getty Images for We Day
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Seattle Sounders striker and USMNT star-in-waiting Jordan Morris struck a mature note when asked about his exclusion from Jurgen Klinsmann’s 23-man roster for this summer’s Copa America Centenario.

Some will have considered the youngster a lock for the roster, with Morris already boasting rarefied air as a college player to become something close to a national team regular while still in school.

[ MORE: USMNT-Ecuador preview | Klinsmann eyes semis ]

But Klinsmann opted for in-form San Jose striker Chris Wondolowski, and it has become old hat for MLS players to gripe when their name is not called by the German boss (See: Benny Feilhaber, Brad Evans and Landon Donovan).

Don’t count Morris in that group. Of course the youngster doesn’t have the tenure to rally against the man who gave him his shot in the first place, but that hasn’t stopped others from acting entitled to a roster spot.

From MLSSoccer.com:

“[Klinsmann] told me not take it too hard and that there was a lot of competition,” Morris said. “I completely respect his decision. There were a lot of good forwards playing and they’re all playing really well. I wish those guys all the best. It’s going to be a lot of fun to watch this summer.”

Morris can still end up on the roster through injury, and it’s easy to see him as the next name up should an attack-minded player take a knock. Stefan Frei told us last week that Morris is remarkably professional, and this is no exception.

The youngster did admit increased motivation from his omission, stating that “it gives you fuel to your fire to try and get back in the mix a little bit”. We have a feeling he won’t be out of that mix for long.