Prior to the start of the 2021 MLS season, Columbus Crew announced their project to rebrand the team’s image and name in the hope to modernizing. The team’s efforts were received poorly by fans, claiming their identity would be lost with the reimagined proposal.
Originally, The Dispatch confirmed that the team would be known as Columbus SC or Columbus Soccer Club, rather than Columbus Crew.
Crew, a word vital to the roots of the team, would be cast away as an unofficial nickname plastered around different parts of the stadium and merchandise.
But after the team took to Twitter to make the announcement, fans unified to express a unanimous disdain. Now, weeks after their original announcement, the team turned back and reiterated their message. Columbus Crew will carry the club’s original name.
Additionally, officials put out a joint statement with the Crew’s supporters group, the Nordecke, announcing the new rebranding efforts to satisfy upset fans.
The announcement of updates comes days after the club met with the official supporters group to discuss a collaboration on the project in order to feel a fan’s voice in the room.
“This evening, a positive, collaborative discussion took place between Crew investor-operators, front office executives and a diverse group from the Crew community regarding the future of the Club’s brand and the Club’s commitment to its supporter community.”
The Nordecke was the first to express their disappointment with the club after the controversial removal of ‘crew.’ The group used Twitter to unite fans and launch a campaign against the proposed changes.
After another immense effort by the fans to make their voices heard, the team will go ahead with keeping the original name, while only the crest and merchandise will go through a rebranding.