New York City FC Brand Identity
Description
Ten years since its founding, New York City FC asked itself what it would take to reach the upper echelons of MLS and NYC’s sports teams. Any team that seeks to stake its claim to NYC needs to live up to the city’s colossal character.
Working closely with the club, we crafted a new visual and verbal identity that embodies the city’s relentless hustle and eclectic spirit, built upon a new creative platform, The Five Borough Bond — a rallying cry uniting the team’s diverse fanbase.
Every element of the identity was built from the city, from a custom type family named NYCFC Local and Express inspired by pre-unification subway signage, a confident evolution of the team’s crest, to an energetic color palette, pictogram set and a dynamic ‘mosaic’ graphic system. Together, they weave together the countless stories that unite club and city from the pavement to the pitch.
