Major League Soccer's Columbus Crew are continuing the makeover that began with a new owner and a new coach, by getting a new logo, a new brand -- and a new name.
Starting next season, the team will be known as the "Columbus Crew Soccer Club" or Columbus Crew SC in a nod to European teams. The new, circular logo in the familiar gold and black is also a reference to European crests, and the "O" of the state flag. It features the number "96" - the year the team was founded - and nine gold and black bands to represent the other MLS teams. The logo replaces the one the team first took the field under, which sported three hard-hatted construction workers. That logo was reportedly itself a last minute replacement. The original logo submitted by a fan featured three 15th century mariners in a nod to the sailors who supported Christopher Columbus.