Just when it appears Major League Soccer marketing mavens couldn’t get any more obtuse when it comes to the Southern California marketplace and selling the sport in general, along comes a confounding series of statements over the last seven days that suggest otherwise.
First up last week: an updated league logo.
Out go the immediately identifiable ball and cleat that’s been around since the league’s 1996 inception. In comes a simple crest reading “MLS” across half of it — and absolutely nothing else on the other half.
So we go from a retro logo the league believed was outdated to one that means nothing to anyone at all.
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