Identity Sketches for NYC FC: Colors, Logos & Branding

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As I mentioned a couple days ago, my intention here is to throw a few visual ideas out there for New York City’s just announced MLS expansion club, NYC FC. Today we’ll go over thoughts leading up to a logo; next, some uniform ideas. Visual identity work gets people excited, and gets them to take positions quickly and with conviction. So with that in mind, here are a few quick caveats to this piece.

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Identity Sketches for NYC FC

Until this past Tuesday, it was NY2.

NY2 was a fable; a mythical soccer club whose only identity was the visible will of a determined commissioner and the rustle of dollar bills passing through customs at JFK. As of Tuesday, NY2 is a real club with real qualities. The details and implications will be hashed out elsewhere; what I care about is identity. And NY2 now has an identity: New York City FC.

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That’s all we know for sure, of course - the name. We don’t know colors or nicknames or positioning or attitude or anything else. But we can infer some things:

Author’s note: This piece is part of a mini-series on identity design for the MLS club New York City FC. When you’re done here, feel free to read on:
Intro
Part 1: Logos & Branding
Part 2: Jerseys & Apparel

For more, including how to purchase future design work from the author, follow @m_willis on Twitter or leave your email at the very bottom of this page.

Also, if you like this kind of stuff, check out 32 Nations, a project to give unique designs to every team headed to the 2014 World Cup. image
Thanks for reading!

  • First, from the club’s managing partners (English soccer’s Manchester City FC and baseball’s New York Yankees) we can infer color (shades of blue), style (ready to splurge, expect to win), and attitude (larger than life).
  • From Major League Soccer’s dogged desire to land this club in New York City proper - and the rather grandiose name that’s been chosen - we can infer that NYC FC will be a flagship franchise, and will speak to, and claim to speak for, the entire city.
  • Finally, from New York’s endless supply of graphic signifiers, we can infer some visual concepts for the club’s logo, colors and sense of style.

Over two parts, that’s what we’ll explore here. First, in part one, an idea for an NYC FC club logo. Next, in part two, some uniform concepts.

NY2 is now New York City Football Club. Let’s dive in. Tomorrow: Part 1 - the logo. Author’s note: you can read part 1 here. 

It Has to Be Brighton

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Friday Music

“Song for Zula” by Phosphorescent. The first thing I heard after the strings (and I was on board as soon as I heard the strings) was wizened Springsteen.  There were more comparisons to come - Jeff Tweedy popped his head in; Willie Nelson rubbed his eyes in the corner - but the first one carried my initial impression.  We’ve heard this chord progression before, but you could say the same of any blues song, right? Call this indie-pop blues, shuffling down a melancholy path we know pretty well.

Clean Sheet is my new apparel design shop. If you enjoyed the design style in Soccer Out of Context, you might like our work. Our first shirt is The Gadsden, for U.S. Soccer fanatics.  
If you follow the team, you know that big games are coming up in June. This is the shirt you want to be wearing.
It’s available now, over at Clean Sheet. Click here: » cleansheet.co 

Clean Sheet is my new apparel design shop. If you enjoyed the design style in Soccer Out of Context, you might like our work. Our first shirt is The Gadsden, for U.S. Soccer fanatics.  

If you follow the team, you know that big games are coming up in June. This is the shirt you want to be wearing.

It’s available now, over at Clean Sheet. Click here: » cleansheet.co 

Clean Sheet & The Gadsden

This is what we live for. Watching our guys walk out of the tunnel and onto the field at Estadio Azteca - the toughest 105-by–68-meter patch of soccer territory to conquer in North America - with everything at stake. Absorbing the vibration surging off the capacity crowd. Drawing in deep breaths as the anthems are played. Fighting through waves of emotion as the match bends back and forth. Screaming together, singing together, rooting together. Living and dying with our team.

Tomorrow, the U.S. takes on Mexico in Mexico City, in the most challenging North American match the Yanks can play. It only happens once every four years. They won’t control the atmosphere, the weather, the officials, their opponents’ talents or strategies, nor the few lucky bounces that will certainly pop up during the game. All the U.S. can control is all we’re asking of them: the level of their effort. We just want our guys to leave everything on the field. I happen to think we’re going to get a performance to be proud of. And I’m going out of my mind waiting for the whole thing to start.

We fanatics live for this stuff. Today, on the eve of U.S. vs. Mexico, I’m excited to reveal a new project made exactly for us, in moments exactly like this one.

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