Being that we are in the middle of the World Cup and that the United States just beat Algeria to advance to the next round I thought this was the perfect time to look at the new logo for the Vancouver Whitecaps. For those of you who don’t follow soccer, the Vancouver Whitecaps are a new addition to the MLS (Major League Soccer). They have been around since 1973 but 2011 will be their first season with the MLS, so I think it is only appropriate that they’ve engaged in rethinking their image, and after careful introspection, have re-branded themselves. The goal was to have a clean and efficient look that could stand up to all sorts of mediums and I personally think it is a success. I like the simplicity of the new logo and it’s defined look. It doesn’t give into the current trend of sports logos using a mascot to sell the brand, it takes a risk. It lost the original “cartoon” feel and became more simplistic and shield-like. Also, it has a lot of symbolism which gives it strength. This blog quote explains it best:
