A nonprofit publication of the Kentucky Center for Public Service Journalism

FC Cincinnati unveils new logo, identity, to fans in advance of entry to Major League Soccer


FC Cincinnati came to life on Monday night – the Major League Soccer version of FC Cincinnati that is. The club’s long-awaited and much-speculated MLS identity was unveiled before a capacity crowd at the Woodward Theater and via a worldwide live stream.

In an ode to what the club built in its first three years of play, the new MLS look takes the club’s vision and identity into the future.
The branding system was created in tandem with Interbrand after an intensive three-month process that culminated in early August when it was presented to Major League Soccer officials at the 2018 All-Star Game.

The Name
FC Cincinnati, a name that immediately resonated with the region and took hold both nationally and internationally, remains. However, the words from which “FC” is shortened have changed.
“Football Club Cincinnati” – the team’s full written name – will take the field in MLS.

The Colors
FC Cincinnati’s familiar “Orange and Blue” color scheme remains as the club moves to MLS, but now they’re brighter and bolder.

A rendering of the West End Stadium exterior (provided).

The Logos
The new FC Cincinnati crest was developed as a representative of the city. Inspired by Cincinnati – itself a city on the rise – the crest highlights the region’s German heritage in a modern manner.

 

The winged lion has been carried over and has taken a more prominent place on the shield. It is bolder, stronger and ready for battle. It represents the club’s winning spirit, while its crown pays homage to the Queen City.
The seven points on the lion’s mane represent the seven hills of Cincinnati, while the wings’ three feathers highlight the club’s three-year journey to MLS. Curved into a “C”, the lion’s tail is another nod to Cincinnati.

Featuring the club’s two new primary colors, the crest also introduces the accent dark blue and it helps provide emphasis against the white background to further emphasize the word “Cincinnati.”
The team’s new wordmark is a familiar update on the team’s original mark. Still an orange and blue combination on FC Cincinnati, the crown remains firmly affixed atop the “C” in Cincinnati – again, a nod to the Queen City. Written straight out with no breaks or punctuation between letters, the FC moves straight into Cincinnati to show the club’s direct connection to the city.
The club’s new secondary mark is the stylized FCC from the full wordmark, while stand-alone tertiary elements will eventually include the full lion from the crest, the lion’s head and mane, and the crown. Those elements will be introduced more prominently in future years as the brand gains traction in the marketplace.

An artists rendering of the inside of the West End Stadium (provided).

The Taglines & Hashtags
FC Cincinnati has introduced two new taglines to represent the club’s ambitions and goals, and has cemented a long-standing term as an official team reference:
Ignite and Unite
Now and Forever
The Orange and Blue
“Ignite and Unite” reflects the passion and energy of our club to inspire people to connect and join together. As witnessed in the club’s first three years, FC Cincinnati’s fan base is magically diverse and has connected different communities – demographic, socioeconomic, geographic, ethnic, etc. The club has become a rallying call for people to forget their differences and come together to support a singular subject as one.
“Now and Forever” not only captures how FC Cincinnati has arrived here at MLS, but it also conveys how the club will continue to strive for more and aims to continue its momentum in galvanizing the region behind a common source.
“The Orange and Blue” has been used by the club for much of its early history, but now the nickname is solidified in the brand as FC Cincinnati moves to MLS. It is an acceptable second reference to the club and the team, as well.

Club Values
The new MLS identity was built on the foundation the club laid in its first three years in the country’s second division, and honed to reflect the club’s vision for the future.
The MLS brand will help FC Cincinnati write a new chapter in its story and is focused on four core values:
Inclusivity
Openness
Commitment
Passion

Lindner

The club’s values are evident from the field, up through the stands and into the club’s business initiatives. FC Cincinnati is a safe haven for all, no matter a person’s background, resources or identity.
We are open and honest to our fans and our community, transparent in all we do – whether it’s the easy road to take or not. We will not shy away from hard topics, but rather embrace the opportunity to educate and establish who we are.

FC Cincinnati is committed – not only to winning – but to providing the best experience and relationship to our fans and supporters. Our desire to better our community, both at micro and macro levels, is evident. As we begin construction on our new MLS stadium in Cincinnati’s West End neighborhood, we’re dedicated to using our influence and resources to build and enhance the community in that neighborhood, as well as the Greater Cincinnati region as a whole.

Whether it’s on the field, in the stands or in our day-to-day business in the community and with partners, a fervor for FC Cincinnati should be reflected at all times. There is no better representative for our club and its culture than a positive and energetic experience in anything in which the club is involved.

What They’re Saying
Carl H. Lindner III, FC Cincinnati Managing Owner and CEO: “We’re thrilled to introduce our MLS brand. FCC has forged a strong connection with our city over the past three years. As we move into the future as an MLS club, our new look maintains that strong connection and reflects our passion and ambition for world-class soccer in Cincinnati.”

Berding

Jeff Berding, FC Cincinnati President and General Manager: “Developing our MLS identity has been an intensive, yet gratifying process, that has been so well-worth the end result we’re presenting today. We’re incredibly proud of the development process and what we present today as our final product. We firmly believe these new marks and brand system are a perfect representation of our club as we enter Major League Soccer. We introduced local, organic elements to refresh our look, yet kept specific iconography from our early years to retain familiarity. We cannot wait to take the field in 2019 bearing the FC Cincinnati – Football Club Cincinnati – crest on our chests.”

John Cranley, Mayor of Cincinnati: “We are thrilled to see FC Cincinnati make the move to Major League Soccer. The club has clearly had an immediate impact on our city and has very quickly become a key thread in our region’s fabric. The club took such care and thought to integrate so much Cincinnati symbolism into its MLS logo, that we know our city will be proud to wear it. And not only here at home, but also when they travel around the country and the world, bearing the name Cincinnati on their hearts. All of Cincinnati is looking forward to 2019 as FC Cincinnati debuts in MLS with this beautiful crest leading the way.”

FC Cincinnati


Related Posts

Leave a Comment