February 29, 2016
By Charles Cuttone
NEW LOOK, NEW APPROACH
U.S. Soccer unveils crest with virtual reality
U.S. Soccer unveiled its new crest on Monday, and used some fairly new technology, combined with some old reliable snail-mail to do so.
Rather than hold a media event for the unveil of the crest, which featured 13 vertical stripes and the letters U-S-A, U.S. Soccer instead sent special packages containing a virtual reality viewer and a scarf with the new crest to fans, media members and other U.S. soccer supporters.
With the use of a smart phone, a virtual reality video shows the unveiling of the new crest, and a combination in the video unlocks a padlock on the package revealing the scarf.
The video features narration from current and former U.S. Soccer players: Abby Wambach, Landon Donovan, Michael Bradley, Carli Lloyd, Crystal Dunn, Mallory Pugh and Jordan Morris. American Outlaw member Donald Wine III also contributes lines in the narration.
The long rumored crest design actually has been in process for more than two years, with U.S. Soccer collaborating with Nike to create the look. Typeface designer Tal Leming creating the lettering and the word marks, a new typeface called 90minutes.
The new design's seven red and six white stripes come directly from the American flag. The soccer ball and three stars from the old crest have been dropped. The stars on a national team crest , which typically signify success in the World Cup, will continue to appear on the U.S. Women's National Team uniform, symbolic of their World Cup victories in 1991, 1991 and 2015.
The U.S. Women's National Team will retire the current crest in official competition during the inaugural SheBelieves Cup which features four of the top five Women's Teams in the world and will be played March 3, 6, and 9 in Tampa, Nashville, and Boca Raton, respectively.
Meanwhile, the new crest will be worn for the first time on March 25 by both the Under-23 Men's National Team and senior Men's National Team. The USMNT travels to face Guatemala on March 25 for Game 3 of Semifinal Round Qualifying for the 2018 FIFA World Cup, while the Under-23s will take on Colombia in Barranquilla for the first match of a two-game playoff to earn a berth to the 2016 Olympics.