Next. It’s a word that nods to the future with a wink to the past. Next year. The next generation. It reminds us that tomorrow is more important than yesterday and that the best question you can ever ask is: What’s next? At MLS, we’ve been asking What’s next? since the league’s founding nearly 20 years ago. And recently the answers have been exciting and remarkable: new clubs, new stars, new media partnerships, new stadiums, and new fans. It’s all part of what’s next. And it deserves a new brand identity. Welcome to #MLSNEXT.
Explaining the crest:
WORDMARK: MLS stands for Major League Soccer.
SLASH: The slash refers to soccer’s speed and energy. The slash begins outside the perimeter and drives upward at a 45-degree angle to illustrate both the nonstop nature of our game and the rising trajectory of our league. It bisects the crest to create a “first half” and “second half.”
STARS: The three stars represent the pillars of our brand: For Club, For Country, For Community.
PERIMETER: The perimeter represents the lines that mark off the field of play.
FIRST HALF AND SECOND HALF: The first half contains MLS and the three stars. The second half is an open white space that brings you in and out of the MLS world.