New Whitecaps Logo for MLS in 2011

Comments 8 by Rebecca Bollwitt

The Vancouver Whitecaps are moving into Major League Soccer for the 2011 season along with another expansion teams in Portland and Montreal (2012). This morning the Whitecaps unveiled their new logo that will be used when they join the MLS.

New Whitecaps logo for MLS 2011 season
Vancouver Whitecaps (MLS, 2011)

Some of the early reactions are a bit bleak, so I thought I would put it up against our other sports logos in Vancouver to see how it compares.


Vancouver Canucks (NHL)


BC Lions (CFL)


Vancouver Giants (WHL)


Vancouver Canadians (Short-Season A, Oakland A’s MLB affiliate)

[poll id=”54″]

I was thinking that the logo is missing some green however most logos representing our regions have green for the forests and blue for their the mountains or the ocean. It’s nice to see them take a unique approach while still capturing the mountains and the ocean in there somewhere. I’ve seen the Whitecaps logo on a few different backgrounds now but I don’t think I can make my final decision until I see it on a uniform. Regardless, the move up to the MLS is an exciting one.

Related: You can also view a video an interview I did with Whitecaps President Bob Lenarduzzi for more information about the team and upcoming World Cup coverage.

Update June 10, 2010 The Whitecaps unveiled their new kits for their 2011 MLS season today as well. They can be viewed here.

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8 Comments  —  Comments Are Closed

  1. JeffTuesday, June 8th, 2010 — 1:56pm PST

    I’m not really a big fan of the new logo. I’m not exactly to sure what the diamonds are suppose to represent. It does looks fairly good and I’m sure it will look spectacular on the jerseys but I don’t really feel that it says Vancouver. It is very exciting that they are moving up, yes. Now all we need is a new Vancouver Canadians logo ๐Ÿ™‚ Either that or a Vancouver MLB team.

  2. Derek WTuesday, June 8th, 2010 — 2:28pm PST

    Soccer logos generally aren’t adventurous, and are usually designed in the more subdued, or even regal, European tradition. Reminiscent of heraldry or modern military insignias, the new logo would look comfortable on the shoulder of a soldier, while the old logo looks like it belongs on a cereal box.

    With that in mind, I think the designer(s) did a solid job with this logo. I would have preferred them to swap the placement of “Vancouver” and “Whitecaps,” but that’s a minor complaint.

  3. TylerTuesday, June 8th, 2010 — 3:53pm PST

    @jeff I’m assuming the WhiteCaps logo are.. mountains but with a reflection that makes them look like diamonds. I guess they went from Whitecaps of a wave to whitecaps of our local mountains (when/if they ever get snow)

  4. findmaster marketingWednesday, June 9th, 2010 — 1:28pm PST

    At first sight I didn’t like it, but after looking at them they are actually not bad. Top part are mountains, and bottom part is water and in between is van white caps. i am surprised that there has been no PR about it that would explain the logo itself. I am starting to like it, don’t think it’s the best but it’s not bad.

  5. ApollineRWednesday, June 9th, 2010 — 10:58pm PST

    I prefer the previous logo, with the sea

  6. JeffThursday, June 10th, 2010 — 3:35pm PST

    @tyler yes I read that after posting this comment after watching the official commercial on youtube. Now that I know what it is I actually kind of like it.

  7. Jeff LSaturday, June 12th, 2010 — 7:01am PST

    Like any new logo, it just takes getting used to. I hated the canucks orca at first, but now I love it. Although I can’t see myself getting behind the triangles anytime soon. Maybe we’ll just have the sponsor’s logo on the jersey’s after joining the MLS. I think Seattle has XBOX 360 on their shirts.

    Here’s hoping Lululemon sponsors the Whitecaps.

  8. AndreFriday, July 23rd, 2010 — 10:02pm PST

    For a traditionalist like myself, I am starting to really love the Whitecaps’ new logo. I love the two shades of blue and here’s something else. The reflection of the mountains in light blue forms a VW image. The V has “a little” of that double flying V Canucks look to it as well. The ’79 NASL logo will always be my favourite, though. As for the Canucks, GET RID OF THE ORCA ASAP!! Get Johnny Canuck on the front.

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