A pair of ownership changes in the past half-decade, an MLS Cup win last year and a gleaming new stadium that opens on July 3 have ushered the Crew toward the future, to promises of increased revenue and relevance.
Last December, long before the Crew’s wildly unpopular and eventually unsuccessful rebrand, I set out to identify the three men from the Columbus Crew’s original crest. But that’s what is trending these days - and I’ve found that I do not like much of anything that’s trending.” It is so contemporary that it just becomes boring.
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I was convinced that a professional soccer league would fail if it were to be in the image of Manchester United, or Liverpool, or any of the traditional European clubs or leagues.” The Crew’s name just fed into my desire to make this new league - and its teams - American.
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It was just very unique for soccer, especially the full name it kind of rolls off your tongue. “But none of them compare to the name itself. “There were lots of things about the Crew that were interesting,” says Moore, now 77 years old. The name, the colors, the club’s first crest - those three construction workers, arms folded, steely gazes - they are design icons in a league whose identities grow more and more milquetoast by the year. The Wiz - later the Wizards - have evolved into Sporting Kansas City but their technicolor, rainbow-themed early kits are easily among the league’s most memorable.Īnd the Columbus Crew? Well, the recent firestorm over the club’s very brief change to “Columbus SC” just two years after fans mounted a successful campaign to “Save The Crew” from relocation shows the lasting legacy of that brand and the early design decisions associated with it. United’s identity and colors have remained relatively untouched for 25 years, with their 1996 kits lauded as arguably the best in the league’s history. They were standouts amongst the inaugural 10 teams’ designs, many of which look garish and dated today. Moore’s work on those original crests and identities was superb.
United, the Kansas City Wizards and the Columbus Crew - has proven to be vitally important as the league continues to grow. Given the incredible heights his work had reached, this job might have felt insignificant at the time, but a quarter-century later, his work crafting the brand identities for three of Major League Soccer’s initial franchises - D.C. In 1995, Moore - then the global design director at Adidas - was asked to handle a smaller, less noteworthy project for an upstart American soccer league.
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