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Sources abutting to the Crew’s advanced appointment accept told The Dispatch that the aggregation is cerebration actively about alteration its name, colors and logo by the time its new amphitheater opens in the summer of 2021. Alteration to what? The best assumption actuality is they don’t apperceive yet and they are application a Frank Luntz focus accumulation to amount it out.

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Asked for a response, a aggregation agent beatific this email Tuesday afternoon:

“As allotment of the action of architecture the approaching character and cast for the Club, we accept affianced in chat about the celebrated projects underway. From the change of the League’s aboriginal soccer specific stadium, to the acquaintance centermost in the Short North, to what the new, city amphitheater will attending like, it is acutely advisable to appraise how our supporters and new admirers would collaborate with them. This Club has been a basic allotment of the association for about 25 years and so any explorations of the character of the projects charge be done with the spirit of the accomplished and what we accept the Club can accomplish in the abutting 25 years.”

That’s not a simple “yes” or “no” — but fair enough.

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They’d bigger be careful. “FC Confluence Village United SC” won’t fly in Crew country. Any massive rebranding poses a absolute crisis of removing aggregate that is “Massive” about the franchise.

“Massive” was the ambulatory cry of Crew admirers in 2008, back their aggregation of admired castoffs and the incomparable Guillermo Barros Schelotto won the MLS Cup. “Massive” was a appellation brave with irony and meant to call the appearance of the adherent culture. They will not be subjected.

When the Hunt ancestors was the absentee buyer (1996-2013), there was adored little advance in any breadth of the operation — abnormally the payroll. During the championship year, “Massive” came to beggarly that the aggregation won in animosity of ownership, not to acknowledgment management.

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The Crew overcame. It was allotment and bindle of its identity.

Then came the era of absentee buyer Anthony Precourt (2013-2018), who had a abstruse escape article congenital into his acquirement acceding — which is to say he bought the aggregation to move it.

Precourt approved a rebranding in 2015, back he afflicted the logo and the colors (on a accessory uniform) to bout the city’s flag. How did that go? To this day, back the admirers in the Nordecke sing, “We all basis for a chicken soccer team” they bestrew “red” and “blue” into the tune to apish Precourt.

The periwinkle-blue shorts were ridiculous, the jersey with the arrangement of chicken and white wasn’t abundant better, and the “For Columbus” affair angry out to be a ruse, advised to beard Precourt’s accurate intentions. He capital to attending like he cared about Columbus as he laid his affairs for Austin. Authentic.

MLS began with 10 teams and a adoration in 1996. The best of colors and the designs for the aboriginal uniforms were handed over to shoe companies: Nike handled the Tampa Bay Mutiny, LA Galaxy, Dallas Burn, San Jose Clash and New York/New Jersey Metrostars; Reebok handled the New England Revolution and Colorado Rapids; and Adidas did D.C. United, the KC Wiz and the Columbus Crew.

Only one of the aboriginal logos survives (New England). All but four nicknames accept been changed. Many of the colors accept been adjusted.

By and large, the Crew has afraid on to its history.

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The Adidas aggregation pitched the bounded bazaar this way: “The Crew name was alleged for Columbus because it reflects the aggressive attitude of the community. The name suggests a work-hard, show-me-don’t-tell-me attitude, and it implies ‘teamwork’ — bodies alive together.”

Precourt, who lives in San Francisco, did abroad with the aboriginal logo — the three hardhats — and explained that there was annihilation dejected collar about Columbus. His backup logo would be bigger if they did abroad with the affected “SC” but, all in all, it’s not bad.

He was acute abundant to get rid of the red-white-and-blue uniforms as bound as possible. And he is not generally alleged “smart.”

Even he, who had intentions of disturbing the aggregation from its community, shied abroad from alteration its name. Even he, a carpetbagger with no affiliation to Columbus, came to accept that the team’s Atramentous & Gold colors ran through the claret of the team’s supporters.

The amplification Nashville SC can acquaint “Forever Gold” home unis. The amplification LAFC can accept atramentous primaries and white secondaries with gold trim. But Banana Chicken is Crew through-and-through.

Do some bodies anticipate “Steelers” back they see Atramentous & Gold? So what? These were the colors assigned to the Crew back MLS was born. The Crew will consistently be the league’s aboriginal accountant franchise. It owns a primary blush which, in American able soccer, identifies the Columbus’ franchise, primarily.

Throw that away?

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The Crew is not Brown & Orange and it is not Scarlet & Gray. That is not what the admirers saved. They adored the Atramentous & Gold.

They Adored the Crew.

It is the appropriate of new owners — who laid out array of millions to buy the aggregation and body a stadium, and are advance in aptitude — to put their circuit on things. But if they’re planning on a massive rebranding, they’re activity to alienate a citizenry and a ability of bodies who expended blood, diaphoresis and tears so that their accessible assurance could be run through Cleveland.

The business bodies ability be thinking: “We ability lose 5,000 hardcore admirers who’ve been about for 25 years, and who helped Save the Crew — but if we can get 10,000 kids cutting the cool, new colors of FC Confluence Village United SC, again we’re way ahead!”

That would be a massive mistake.

“Respect Your Roots” is a actual absolute affair here.

[email protected]

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