Rebrand Chivas USA - A rebrand competition for Chivas USA.

This will involve the creation of a New Team name and a new logo. The reason for Chivas USA being chosen are as follows

1 - Chivas USA is to all intents and purposes an Oxymoronic name. Chivas USA are Modelled after Chivas (Club Deportivo Guadalajara), and are intended to be their sister club. Their logo is almost identical to that of Chivas, incorporating the coat of arms of Guadalajara, they play in adidas kits very similar to that of Chivas (red and white stripes, with blue trim and blue shorts for the home, and blue for the change), and are nicknamed El Rebaño Angelino, Chivas are nicknamed El Rebaño Sagrado (Sacred Flock). Yet Chivas have a policy, set in stone, of playing only Mexican Nationals, born in Mexico. The team and fans are so committed to this that when it was revealed that one of the team had been born in California, there was an outcry from fans. http://www.theoffside.com/world-football/but-is-he-mexican-enough.html

The transfer policy of Chivas means that none of the players on the Chivas USA roster (with the exception of the Mexican Nationals) can play for Chivas, and as a result, is of limited value to Chivas, who are already Mexicos most followed, and with 11 league titles, most decorated club domestically.

2 - The team are unattractive to many potential fans The Chivas connection is unpalatable to Non Mexican Hispanic ethnicities, thanks to Chivas having a Mexicans only policy, as well as to many Mexicans and Mexican Nationals. The team also lack an image of their own, rather one that is connected to a city in another nation rather than one in California.

3 - The team are massively overshadowed by rival teams. Chivas USA are based in the same city as LA Galaxy, and while the Galaxy regularly have sell outs and have had an average attendance (regular season and playoffs) of over 20,000, Chivas USA struggle to attract over 15,000 supporters. This is in a metropolitan area that has a population of 18 million. The rise of Xolos de Caliente Tijuana, who won the Mexican league in 2012 and can offer a higher standard of football and competition in the Copa Libertadores, will make it harder to attract a fan base in Southern California. In terms of commercial appeal, the team are overshadowed by LA Galaxy, who have a far stronger image, one that is connected to Los Angeles, something that Chivas lack.

Taking the franchise away from Chivas, and rebranding it would be a wise move. Not only would the name change give the team a proper identity that is their own, it would in all likelihood lead to a more profitable team, a proper and fierce rivalry with the Galaxy, more fans and a rise in the quality of the MLS in time.

Rules and guidelines

You can keep the team in Los Angeles, or you can more the team elsewhere in California. CA cities only if you choose to move the club. You are free to move the franchise to anywhere in California, with the exception of the Exclusion zone, Relating to the San Jose Earthquakes, an Established MLS Club There is "exclusion zone" in the Bay area (No teams in the counties of San Mateo, Santa Clara, Alameda (with exception of Oakland) and Santa Cruz (San Jose Earthquakes).

The logo must be different from the current Chivas USA logo, as well as the current Deportivo Guadalajara Crest (both contain the coat of arms of Guadalajara)

For colours, you can keep the red, white and blue of Chivas, but changing it is not only encouraged, its allowed.

If you are designing a shirt, feel free to use a different maker other than adidas.

If you are keeping the team in LA, then bear in mind the Galaxy play in White, navy and gold, so those colours if you are keeping the team in LA or nearby should be avoided.

Things to bear in mind -

Look into the history the heritage of California and the city you plan to move to if you are relocating. Look at city flags, the geography of an area, the history and anything else that might be relevant. When choosing a team name and/or nickname, bear in mind that Southern California is a Bilingual area, and California was first founded by the Spanish, and many of the cities were founded when California was either a Spanish Colony or Part of Mexico. Remember, the aim of the rebrand is to create an image for the team that connects the club to the city/local area/California, to rouse, and to get butts in seats, something that Chivas USA struggle with.

Also, look at the other MLS teams, all of whom have strong images, and links to their home cities (with the exception of NY Red Bulls) The ethos of the competition is to create a team that has a strong image, a firm link to their home city and/or California, and should inspire.

The competition will run until 23.59 GMT 30th April, and a winner will be announced. Good luck!

Spider.

Update - Thank you for all the Entries, the competition is now closed. Due to the amount of entries, there will be several categories - Best Bay Area rebrand, best San Diego rebrand and best LA rebrand, plus best over all.

Update - In a competition such as this, due to the diverse nature and the Calibre of the entries, I could not pick an overall best, just my personal favourite, which may be different for other people. The ethos of the competition was to create a team that would inspire, rouse and get butts on seats, and many entries did that. Wonderfully.

For the bay area, the Aviators were a very strong entry, with a great colour scheme and identity, and the Frisco CFC entry was a great link to a part of the history of the city, and with the bonus of a bilingual name. Two great entries.

For the San Diego entries, the Vigilantes, CD San Diego, Los Artilleros, and the Star were all great entries, but for me, Los Guerreros stood out, and would be my choice for moving the team to San Diego. Moving on (or rather staying put) in Los Angeles, there were some inventive entries, such as having a team backed by monster energy drink, having a team named after the Flicks, moving the team across town to Anaheim, to the more down to earth Athletic California Entries by Fenton. Portland Timbers do play in red shirts with white sleeves on the road, but it would give the Athletic California team a recognisable image, and its a nice shirt scheme, so I would choose that as the LA rebrand.

Overall though, my favourite (Not the best, I dont think thats possible in a competition such as this) would be the San Diego Guerreros. Great colour choice, great crest, and a very worthy entry. Well done. Thank you all who entered.