In a statement, United said market
research pointed to the need for modernization to reflect the growth of soccer and MLS. While fans spoke to the strong sense of nostalgia and tradition of the club in the community, it was felt that
there was a need to make the brand more broadly appealing.
The move comes as D.C. United works on building a new stadium. It hopes to move into the facility for the 2018 MLS season.
The crest features a new shield shape, based on the George Washington family crest, which dates back to 1559. It also has an updated wordmark, an enlarged eagle and the stars and stripes of the Washington, D.C. flag.
Tom Hunt, United's chief operating officer, described the new design as "more of a modern evolution than a revolution."
Red Peak Group worked on a brand positioning strategy and Element Advertising did the initial logo design. The final version of the logo was done by Peter Horridge, who has redesigned badges for Liverpool FC and the England Football Association, as well as the Royal Coat of Arms for the Queen of England's Royal Household.