San Diego FC: San Diego’s New MLS Expansion Team Unveils Brand Identity
San Diego’s eagerly anticipated Major League Soccer (MLS) expansion team, set to make its debut in 2025, has finally revealed its brand identity. The team will be known as San Diego Football Club, or San Diego FC for short. The official announcement of the name, crest, and colors took place at a special event in San Diego on Friday night.
The Athletic has obtained a copy of the club’s crest and logo explainer, confirming that the logo acquired is indeed the final version. By adopting the “Football Club” moniker, San Diego FC becomes the 11th MLS team to be designated as an “FC.”
The brand identity was meticulously crafted by Costa Rican design firm Pupila, known for its work with the Costa Rican football federation and various non-sporting ventures. San Diego FC revealed that Pupila conducted extensive research, including focus groups, member surveys, and numerous meetings and listening sessions with the San Diego community.
The official colors of San Diego FC are described as “chrome and azul,” while the crest revolves around four key virtues that embody the spirit of San Diego: gratitude, pride without arrogance, diversity, and a state of flow. The central portion of the crest features 18 lines, representing the 18 communities of San Diego County. This design element symbolizes the team’s commitment to peak performance while embracing the unique rhythm of life in San Diego.
The curvature of the “San Diego” text at the top of the crest pays homage to the arches found in the city’s architecture, adding a local touch to the brand identity.
San Diego FC’s brand reveal has generated significant excitement among soccer fans and the local community. The team’s name and crest reflect a deep connection to the city and its values, while also capturing the vibrant energy and diversity that define San Diego.
As the MLS continues to expand, San Diego FC’s brand identity sets it apart from other teams while also aligning with the league’s tradition of using “FC” in team names. The club’s choice of colors, chrome and azul, adds a modern and sleek aesthetic to its visual identity, further enhancing its appeal to fans.
The crest, with its 18 lines representing the communities of San Diego County, showcases the team’s commitment to inclusivity and unity. San Diego FC aims to be a unifying force within the city, bringing together people from all walks of life to support their team.
San Diego FC’s brand identity is not only visually striking but also deeply rooted in the values and culture of the city. The team’s emphasis on gratitude, pride, diversity, and flow reflects the essence of San Diego and its vibrant community.
The unveiling of San Diego FC’s brand identity marks an important milestone in the team’s journey towards its inaugural season in 2025. With a strong and distinctive brand, San Diego FC is poised to make a lasting impact on the MLS and become a beloved symbol of pride for the city.
Soccer fans in San Diego and beyond eagerly await the team’s debut, as they look forward to witnessing the birth of a new soccer tradition in America’s Finest City. San Diego FC’s brand identity sets the stage for an exciting future, filled with memorable moments on and off the field.
In conclusion, San Diego FC has officially unveiled its brand identity, including its name, crest, and colors. The team’s choice of “Football Club” in its name aligns it with other MLS teams, while its unique crest and vibrant colors reflect the spirit of San Diego. With its strong connection to the community and commitment to inclusivity, San Diego FC is poised to make a significant impact in the MLS and become a source of pride for the city. Soccer fans eagerly await the team’s debut in 2025, anticipating a new era of soccer excellence in San Diego.