The New England Revolution today unveiled a new crest and brand identity that will go into effect as the club’s primary logo ahead of the 2022 Major League Soccer season. Rooted in the region’s history as the birthplace of the American Revolution and the resilient spirit of the people of New England, the Revolution’s new crest reflects the evolution of one of Major League Soccer’s founding clubs.
The Revolution’s new logo and identity are the culmination of several years’ work that began with hearing directly from fans. The club enlisted an independent third party to conduct focus groups consisting of New Englanders, ranging from loyal Revolution supporters to Boston sports fans, to elicit feedback about what professional soccer in New England should represent. The resounding feedback informed the process that resulted in the evolution of the club’s identity unveiled today.
“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.”
The Revolution’s new logo features a stylized “R”, invoking the club’s name, in a style reminiscent of the Revolutionary War era. A red strikethrough of the R roots the club’s identity in the defiant and patriotic spirit of the American Revolution. The seal is bordered by a design emblematic of traditional flag drapery with details embodying patriotic bunting. To form the official crest, the club’s full name and inaugural season – 1996 – are inscribed in a circle with a navy-blue border.
“The consensus rang loud and clear – our fans deeply connected to the New England Revolution name and did not want to see that changed,” added 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.”
According to Revolution reporter Jeff Lemieux on Twitter, “While the new identity has officially been unveiled, a full switchover won’t happen until mid-December. You’ll continue to see the original logo used throughout the MLS Cup Playoffs. So, one last chance to get “The Crayon Flag” an MLS Cup title.”
The New England Revolution, who own a league-record 73 points with one match remaining, are Major League Soccer’s 2021 Supporters’ Shield winners as the league’s best regular season team. The Revolution will conclude the regular season at Gillette Stadium this Sunday, November 7 at 3:30 p.m. ET against Inter Miami CF – that match can be heard on 98.5 The Sports Hub HD2 – before beginning the Audi 2021 MLS Cup Playoffs with homefield advantage throughout the tournament, including MLS Cup should the team advance to the final.