San Diego’s MLS expansion team, which is set to take the field in 2025, has officially selected a brand identity in addition to its name: San Diego Football Club, or San Diego FC for short. The club is set to announce its name, crest and colors at an event in San Diego on Friday night.
San Diego’s expansion team, which is set to take the field in 2025, has officially selected a brand identity in addition to its name: San Diego Football Club, or San Diego FC for short. The club is set to announce its name, crest and colors at an event in San Diego on Friday night. The Athletic has acquired a copy of the club’s crest and logo explainer. Multiple sources have confirmed that the logo acquired is indeed the finalized logo.
Pupila, San Diego says, performed “months of research … through focus groups, member surveys and countless meetings and listening sessions with the San Diego community.” The club’s official colors were labeled in the explainer as “chrome and azul,” while the crest is said to center around four “principal virtues” that define San Diego: “Gratitude, proud, not loud, diversity and a state of flow.
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