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.

Klinsmann blames Costa Rica loss on Mexico hangover

Jurgen Klinsmann

The United States lost their third straight match on home soil tonight, the first such losing streak since 1997.

Following an extra-time loss to Mexico on Saturday, the U.S. failed to compete in a friendly against Costa Rica, putting in another poor performance as the side continues to struggle.

[ FOLLOW: All of PST’s USMNT coverage ]

In his post match press conference, Jurgen Klinsmann said his team was still shaking off the loss against Mexico, and couldn’t recover in time for tonight’s game.

Yes, the United States’ match against Mexico went 120 minutes. Yes, it was a very tough game both physically and mentally. However, it’s time for Klinsmann to stop making excuses.

[ MORE: Three things we learned from the USMNT’s loss to Costa Rica ]

Of the starting XI against Costa Rica, only four started against Mexico. Of the six substitutes Klinsmann brought in today, only Bobby Wood played in the Mexico match, and for less than 25 minutes.

The problem isn’t that the U.S. lost tonight; it’s that they didn’t even show up. What Klinsmann needed to do was walk into his press conference and say, “We didn’t come to play tonight. We stunk. That can’t happen and we need to be better. It starts with me.”

[ PLAYER RATINGS: Howard’s return highlights poor performances from USMNT ]

Top teams don’t dwell on past results. Top teams rebound quickly and back up poor performances with strong performances. When a top team would have bounced back, the United States fell flat.

Clearly the argument is, well, the United States isn’t a top team. But isn’t that what Klinsmann was brought in to do? To help develop the USMNT into a top team? The least they could do is act like one, and that starts with the manager.

College Soccer Update: Tragedy strikes USC Upstate with horrible car accident

USC Upstate
USC Upstate
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No interviews today. No star players and programs. Just mourning.

USC Upstate lost four students earlier this week, two of them men’s soccer players, in an early morning car accident this weekend. A fifth was injured when the car they were driving in ran off the road, hit a tree, and caught fire.

James Campbell and Mills Sproul are the soccer players who’ve left the pitch for the final time.

[ MORE: College soccer news ]

USC Upstate’s athletic department held a candelight vigil on Monday, and honored both players with online memorials.

From Campbell’s, entitled “James Campbell Was an Intense Player Whose Competitiveness Made Those Around Him Play Harder”:

While Kyle Juell and James attended different high schools, they played club soccer together. “James was intense and passionate on the field,” Juell said. “He was the kind of aggressive player you wanted as a teammate. He was fun and warm and full of life and he cared so much about his teammates.”

From Sproul’s, entitled “Mills Sproul Put the Needs of Others Before His Own and Was Accepting of All”:

Mills’ teammate Deon Rose said that Mills was like the brother he never had.

“The first time I met him, I knew that he was special,” Rose said. “Not because he asked me if we had beaches in Canada or how Canadians survived without Chick-fil-A, but because he had an unconditional love for everyone and everything.”

Our thoughts are with the USC Upstate team, and entire community. Rest in peace.

Three stars of the week

1. University of California Santa Barbara — The Gauchos leapt from “receiving votes” to No. 14 in the nation. The Gauchos have won five-straight, all in-state, by a combined score of 13-3.

2. Joey Piatczyc, West Virginia — The midfielder leads the nation in assists with 12, one coming in Tuesday’s upset of Penn State, a match in which he also scored his first of the year. The Mountaineers shocked PSU with a 3-0 home win in Morgantown.

3. Francis Atuahene and Colin McAtee, Michigan — The Ghanaian freshman is a lightning bolt, and keeps producing goals along with the redshirt senior McAtee, who hails from San Diego. The Wolverines beat Duquesne 3-0 on Tuesday.

Other notes

— Creighton dropped two of its 24 first place votes, one each to North Carolina and Stanford, but remains the No.1 men’s team in the nation.

— Wake Forest hasn’t allowed a goal in three matches, against quality competition in NC State, South Carolina and Boston College. There were stretches in the 2-0 win over South Carolina where they looked unbeatable.

— Speaking of the Demon Deacons, they’ll face dangerous UNC on Saturday in what will be a cracker.

— Also No. 1:Florida State (Women’s D-1), Gannon (Women’s D-2), Trinity of Texas (Women’s D-3), Pfeiffer (Men’s D-2), Franklin & Marshall (Men’s D-3).