The United States soccer team has a new crest, which was revealed on social media Monday.
Women’s national team star Carli Lloyd posted the new emblem on her Instagram account:
As Zach Schonbrun of the New York Times reported, the new design has been two years in the making and represents the first time since 1995 that the badge has been altered. Jay Berhalter, U.S. Soccer’s chief commercial officer, told Schonbrun that the process for designing and marketing the new emblem ended up costing a seven-figure sum.
Men’s national team stars Brad Guzan and Mix Diskerud both shared their thoughts on the new design on Twitter, with the former already donning some of the new gear:
Julie Johnston and Heather O’Reilly, members of the USWNT that won the World Cup last summer, shared their thoughts on social media, too:
The new design is a more clinical one than the previous emblem. There are 13 vertical red stripes on a white background, with the letters U.S.A. above.
“The design evokes U.S. Soccer’s original crest from 1913, yet, according to Mr. Berhalter, it conveys an identity that is more modern, aggressive and patriotic,” per Schonbrun.
Garret Drexler, U.S. Soccer’s fan services manager, gave an insight into the considerations taken as part of the rebrand, per Schonbrun: “I think there’s been a pretty good segment of our fans that have long hoped for an updated identity. Our crest means a lot to our fans. To change it is no small thing. We took a lot of time to make sure we got it right.”
Indeed, soccer fans are very sensitive about their team’s crest, so while it may have cost a seven-figure sum to concoct this design, it’s encouraging to hear there was meticulous attention to detail and due research done during the process with the supporters’ feelings in mind.
U.S. Soccer will have plenty of chances to show off the new emblem this year. This summer, the USMNT will be the host nation at the Copa America Centenario, while the Olympics will also be held in Rio de Janeiro.