The New England Revolution have unveiled the crest that will front their new brand identity from the start of the 2022 Major League Soccer season.
Thursday’s reveal comes as little surprise with the new crest leaked on social media some time ago, but it does mark the culmination of a rebranding process that started as far back as 2019.
The Revs’ iconic ‘Crayon Flag’ – the last remaining original crest in MLS – will be retired at the end of the 2021 campaign, during which Bruce Arena’s men have already sealed the Supporters’ Shield title with their regular-season points record.
“We are proud of our history as a founding member club of Major League Soccer, and after more than 25 years, we felt an evolution of our brand identity was an important step to continue our club’s upward trajectory and better reflect our growth and ambitions as an organization,” Revolution president Brian Bilello said.
“We began this process several years ago with an open mind as we sought out the voices of our fans and supporters to guide us in this process.”
According to the club, the new crest “roots the club’s identity in the defiant and patriotic spirit of the American Revolution”.
Although the New England will be getting a visual makeover, the club will keep the ‘Revolution’ name, in contrast to other recent rebrands from the likes of CF Montreal (formerly Impact) and Columbus, who only kept the ‘Crew’ after intense backlash from supporters.
“The consensus rang loud and clear – our fans deeply connected to the New England Revolution name and did not want to see that changed,” explained Cathal Conlon, Revolution vice president of marketing & community engagement.
“We took that sentiment to heart and every decision that followed throughout the design process was rooted in that feedback, as we sought out elements and inspiration invoking the spirit of revolution, positive defiance, and New England’s rich history. We are thrilled with the result and look forward to seeing this new identity come to life on the field and out in the community for years to come.”
On the pitch, the Revs are looking to become the first team since Toronto FC in 2017 to win the MLS Cup and Supporters’ Shield double.