That's always been an issue with the MLS, big announcements typically are first associated at the league level. Whenever there has been a big player acquisition the major media outlets, at least from what I've noticed, announce "X-Player is coming to the MLS" as opposed to "X-Team has signed X-Player". Granted a new logo doesn't fix this issue, but if the overall goal is focus on club recognition first then this is great.

There's a lot of things the MLS could improve on both on and off the pitch, but diverting attention to the clubs and making them household names is one step in the right direction.