Apple Unveils Customized Logos in Collaboration with MLS

As Major League Soccer (MLS) kicked off its 30th season last month, the league introduced a new design element to its uniforms. Each of the league’s 30 teams now features an Apple TV logo on the left sleeve, customized to reflect the team’s unique identity. For example, the Chicago Fire version includes six stars from the city’s flag along with the team’s emblem, while Atlanta United’s logo incorporates the club’s signature red and black stripes. This design change is part of MLS’s 10-year streaming partnership with Apple, representing a new approach to brand collaboration.

In the past, brand identity guidelines strictly regulated how logos could be used, but this has been changing in recent years. Earlier this year, Cash App released a brand guideline that still included the principle of “Do not alter the logo,” but also stated that creative modifications were allowed for marketing and promotional purposes. This shift reflects a growing trend among companies to embrace flexibility and creative expression in branding strategies.

Apple’s decision to allow various adaptations of its logo in this collaboration is a natural progression. Just as MTV has long used flexible logo designs, MLB and MLS have customized their league logos with team-specific colors. However, the MLS-Apple collaboration goes beyond simple color changes; it merges two distinct brand elements into entirely new forms. This marks a significant shift, transforming the unofficial online trend of “logo mash-ups” into an officially recognized design practice.

Throughout history, various graphic expressions have symbolized partnerships between organizations and nations. For example, crossed flags have traditionally represented diplomatic friendships, while European heraldry has used quartered shields to visually depict alliances formed through marriage. The Maryland state flag is an example of this tradition, as it incorporates the coats of arms of the Calvert and Crossland families, arranged in alternating quadrants.

By introducing customized Apple TV logos for each MLS team, Apple aims to foster stronger connections with soccer fans and enhance its brand perception. While the small size and subtle color variations of the logos may sometimes make them difficult to notice, their significance lies more in the relationships they represent rather than just their aesthetic appeal.