The more modern brands of the world don’t need to telegraph a specific category or line of business they’re in. In many cases, they stand for something much bigger. A great example of that is Apple.Not everyone is enamored of the new logo. A Boston Globe writer says: "... while I don’t have a great sense for design, I’m not sure I even like the new logo. But I do find the switch itself interesting. It conveys that MLS, which is calling the rebranding effort ‘MLS NEXT,’ thinks it’s entering a new era."
I definitely agree--MLS is using this modern brand element to reflect its emergence as an established sports league. No longer a startup that has to explain itself over and over, the MLS of today has big-league players, major media coverage, good audience numbers, and marketing confidence.
In fact, MLS has become so good at marketing the game experience that college football is using it as a model.