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Tuesday, February 4, 2014

04: CARRY ON.

Let's suppose for a moment that the new crest of the Columbus Crew is not going to be a total change of theme and style. Let's suppose that the three workers that stand upright and unflinching, gazes fixed, arms crossed in black, gold, gray, and white, aren't going away entirely. Let's suppose that they remain—at least a part of them.

I love the essence of "Crew" that the three workers* on the traditional crest inspire. These are guys who are working together to do a job and do it with honor, integrity, and diligence. Yes, the "Hardest Working Team in America" slogan has always sounded a bit contrived, and the factory steam whistles that have punctuated Crew radio advertisements for 18 years and sound the end of the matches at Crew Stadium are a little kitschy, but the principles of hard work, team work, diversity, and unity that the three workers symbolize speak of values to which Columbus, Ohio aspires.  If a trace of the three workers remains in some regard, it would be okay with me.

For a long time, I've wondered why the hammer hasn't been embraced as a symbol of the Columbus Crew. I've used it in propaganda-style posters, secondary logost-shirt designs, and graphics for supporters' groups many times. A hammer is dynamic and evocative—more so than a hardhat, though it accompanies the hardhat well—and if it were used in the crest redesign, it could carry on the tradition of "Crew" while being something new and progressive. This is especially the case if we use the hands of the three workers in black, gold, and gray to carry the hammer, together. We embrace the new while keeping the Crew, and "New Crew" is what this update is all about, right?

Carry On.




*The three workers have so many times been derisively referred to as "the Village People" by people who do not care for the Crew crest. People who intend that to be an insult obviously do not know that the actual Village People are awesome.


3 comments:

  1. Think this is my favorite so far.

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  2. I love "soccer club" on the logos, keep up the great work.

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  3. Great way to keep the "Hard Hat" feel. Well done!

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