Columbus Crew unveils new logo, adds ‘SC’ to name

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After 18 wonderful years, the Columbus Crew will be known as Columbus Crew SC and have replaced their logo of hard-hat men and replaced them with one that represents “a new vision with new leaders and a progressive hometown with youthful energy.”

Donning themselves “America’s hardest working team,” the Crew described their fans as “a tight knit group of people who share a unique passion for our club, our city, our sport.” The change to ‘Columbus Crew SC’ was described as a reflection of the “city’s ideals and a distinctive identity as a soccer club.”

The new badge contains three main components – the original crest, 9 diagonal stripes and a checkerboard – is seen by the club as “a symbol of unity that provides an authentic connection to the capital city of Ohio and a nod to our city’s German heritage.”

The original crest was included along with the year of the club’s founding (1996) as a nod to the club’s history. The crest has been placed upon nine diagonal stripes to proclaim the Crew were “the first of the original 10” as well as to symbolize the club’s upward vision. Finally, the checkerboard represents “an unwavering symbol of devotion of our passionate supporters.”

Together the logo symbolizes “Our pride in our city, our place in history, our authentic fan culture. Our soccer club.”

On hand to unveil the logo was Columbus Mayor Michael B. Coleman, Crew owner Anthony Precourt, former Crew player Brian Dunseth, head coach Gregg Berhalter, the Crew players and¬†Major League Soccer commissioner Don Garber, who noted: “This is a new Crew.” Our sport is a sport for a new America.”