New York City FC Unveil a Refreshed Visual Identity Ahead of Club's 10th Season Home Opener
Published on March 5, 2024 under Major League Soccer (MLS)
New York City FC News Release
New York City FC today unveiled a refreshed visual identity ahead of its home opener match on Saturday, March 9, as the club celebrates its 10th MLS regular season. The update aims to strengthen New York City FC's connection to New York while sharpening an already strong brand, providing more vibrancy and excitement for fans across the five boroughs.
Notable changes include embracing the name New York City FC, adding colors inspired by the city's landscape, such as Roosevelt Violet, a tribute to the iconic 7 train, and introducing typefaces inspired by the 1940s New York City's subway system. Mosaic patterns reflecting the city's diversity and an iconographic system capturing the energy of soccer in New York have also been unveiled. These changes celebrate the club's deep connection to the city and its fans.
The brand refresh process began more than a year ago and New York City FC's fans were involved from the start. City Members, members of supporter groups and New York City FC staff were part of extensive conversations. Those discussions focused on what the club is and should be, and how that's reflected visually across digital materials and brand elements at home matches. The evolution of the identity comes at a strategic time, focused on elevating the team and soccer culture ahead of key moments in the sport taking place in the New York region. Those include the 2026 FIFA World Cup Final, Copa America 2024, and the proposed building of New York City FC's home stadium in Willets Point, Queens.
"We hope fans view this as something that injects more vitality into a brand that already has a lot of character and uniqueness," said Milo Kowalski, director of brand design at New York City FC. "We wanted to create some renewed energy around design elements such as typography and color where the city in all its boldness is properly reflected. It's more dynamic while still maintaining the essence of a brand identity that's collectively owned by many people."
New York City FC collaborated with Gretel, a New York City-based creative studio, on this project.
"This collaboration celebrates two things we're truly passionate about - the beautiful game and the greatest city in the world (of course, we're biased because we call it home)," said Justin Au, Associate Creative Director at Gretel. "We were immediately drawn to how New York City FC embodies the spirit of the city. From the beginning of the project, it was clear we were working with a uniquely passionate team of people dedicated to their players, supporters and the city. With such a rich foundation, revitalizing the club's creative platform and visual identity felt exciting. It's inspiring to be a part of the club's journey at this pivotal moment, with new stadium plans and a growing presence in the five boroughs and beyond. Moreover, we're honored to add to the vibrant fabric of New York City's sporting legacy."
Learn more about our refreshed visual identity here: newyorkcityfc.com/brand
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