Sounds good conceptually, a little too embellished and shiny in execution. 

The Los Angeles Blues are proud to unveil their new logo for the 2012 USL PRO season and beyond. Designed in collaboration with Florida-based firm Dixon Minear Design Marketing, the crest pays tribute to the Blues’ roots in the city of Los Angeles while firmly reflecting the club’s dedication to a successful future in Orange County.

The new logo incorporates traditional elements and gives them an exciting, fresh look. This is to honor both the centuries-old tradition of soccer as the world’s game and the Blues’ orientation towards the future and becoming a pioneer in utilizing innovative ways to involve its fans and connecting with the local community.

The shape of the logo is derived from the “Swiss Shield,” versions of which are used by world-renowned club teams such as Arsenal, Liverpool, Sevilla FC or the Los Angeles Galaxy. It also closely resembles the shape used in interstate highway signs, such as those seen along Southern California’s I-5, which connects Los Angeles to the Fullerton region and stretches through all ofOrange County.

The mountains seen in the new crest are another connecting element between the club’s past as an amateur side and its promising future in the professional game. Southern California is known throughout the world for its majestic mountain ranges, which serve as beautiful backdrops for both Downtown Los Angeles and the Blues’ new home, Cal State Fullerton’s Titan Stadium. The scenic view is symbolic of the club’s vision of success and its drive to constantly reach for the summit, while mountains also stand for steadfastness and strength.