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SSFC Community Corner: What’s the worst rebrand of all time?

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Several rebrands have missed the mark...which one was the worst?

The Juventus Club Crest Photo by Visionhaus

This week, club crest rebrands were the topic of conversation after Columbus Crew SC decided to scrap its old crest and team name in favor of dropping its nickname, the Crew, from its official name. The rebranded club name, Columbus SC, came with a new crest that has been universally panned by Columbus supporters and fans of soccer.

It comes on the heels of rebrands by a couple of Major League Soccer teams in the past year, Montreal Impact (which rebranded to CF Montreal) and the Houston Dynamo (which redid its crest and added FC to its team name). The Chicago Fire also had a widely panned crest rebrand, and already have announced that they’re going to change their crest again before the 2022 season.

Sometimes, what ain’t broke shouldn’t be fixed, but it seems like Major League Soccer teams have been dropping their Americanized team names in favor of names that are viewed as more European. But, Europe isn’t exempt from trying to fix unbroken things. Juventus, Inter Milan, and Manchester City have all rebranded in recent years, Juve’s crest being met with wide criticism.

So, while some rebrands have been subtle or even nice, it’s drowned out by the ones that are so bad that fans revolt until it’s gone. That’s what we’re focusing on this week:

What’s the worst rebrand of all time? Hit the comments and discuss which crest or name change should have been left in the trash.