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


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.

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.

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.

Report: David Silva out 2-3 weeks with ligament damage

LOGRONO, SPAIN - OCTOBER 09:  David Silva of Spain is fouled by Lars Gerson of Luxembourg during the UEFA EURO 2016 Qualifier group C match between Spain and Luxembourg at Estadio Municipal Las Gaunas on October 9, 2015 in Logrono, Spain.  (Photo by Denis Doyle/Getty Images)
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Despite sitting at the top of the table in the Premier League, things are not going well for Manchester City.

Star striker and leading goalscorer Sergio Aguero suffered a torn hamstring while playing for Argentina, and now he is joined by David Silva on the injured list.

Silva lasted nine minutes in Spain’s EURO qualifying match against Luxembourg, forced off after taking a bad challenge from behind. Silva went down in pain and tried to play on, but asked for a substitution just minutes later.

[ RELATED: Alejandro Bedoya to miss USMNT vs. Mexico ]

Spanish news outlet AS is reporting that Silva has suffered “lateral internal ligament damage in his right ankle,” and could face 2-3 weeks on the sidelines.

With Aguero set to miss at least a month, Silva’s injury could leave Manchester City without two of their top players in the coming weeks.

Silva has arguably been the best player in the Premier League this season, the quarterback of the City attack, which has scored a league-leading 19 goals through eight matches.

City travels to Old Trafford for the Manchester derby on October 25, which falls into that 2-3 week range for Silva’s recovery. In a match that could decide who sits top of the table, Manuel Pellegrini would be very shorthanded without Silva and Aguero.

Alejandro Bedoya to miss USMNT vs. Mexico

GLASGOW,  SCOTLAND - NOVEMBER 15 :  Alejandro Bedoya of USA  in action during the International Friendly match between Scotland and USA at Hampden Park on November 15, 2013.  (Photo by Mark Runnacles/Getty Images)
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Alejandro Bedoya will not feature for the United States in the CONCACAF playoff against Mexico on Saturday, and has been replaced on the roster by Bobby Wood.

Bedoya traveled to Los Angeles from his club team Nantes in France, but Jurgen Klinsmann has announced he will be unable to play after falling ill.

[ FOLLOW: All of PST’s USMNT coverage ]

Without Bedoya, Union Berlin midfielder Bobby Wood has been added to the USMNT side. Wood scored the first two goals of his international career this summer in wins over the Netherlands and Germany, and has scored four goals in ten matches for Union Berlin this season. Wood has been training with the U.S. camp throughout the week for the upcoming friendly against Costa Rica.

Bedoya has played well for the USMNT, discounting his short performance against Brazil in September. In that match, Klinsmann played Bedoya out of position against a potent Brazil attack, and he was substituted before halftime. However, playing in his more natural role as a winger or attacking midfielder, many believed Bedoya could be in line for a start against Mexico.