TRUE COLORS UNVEILED
Team’s primary hues chrome and azul; ‘The Flow’ logo represents S.D. cities
Major League Soccer’s San Diego expansion team held its Brand Reveal Festival outside Snapdragon Stadium on Friday night, about 28 hours after its brand was revealed in a less festive way via a media leak.
The basics of the name, colors and crest unveiled Friday night were previously known, but there were a few new twists from explanatory press information as well as some secondary logos.
The decision to go with San Diego Football Club, or FC for short: “We chose to call ourselves a Football Club since we will be competing on the global stage in the world’s game. The term Club represents that we are not just a team, not just another franchise. Our Club includes our owners, players, employees, partners, fans and supporters.”
The primary colors of chrome and azul: “Chrome is a symbol of San Diego’s spirit of excellence and cutting edge innovation.
Chrome is reflective and dynamic in nature, an effect as well as a color. … Azul, a dark navy blue, spotlights San Diego’s deep connection to the Pacific Ocean and our daily enjoyment of the clear blue sky.”
The crest: “The heart of our crest is ‘The Flow,’ comprised of 18 lines representing the 18 communities of San Diego County, woven into one. … San Diego is displayed at the top of the crest in the form of an arch, inspired by the iconic neighborhood arches and signs around greater San Diego.”
The Friday night event at the stadium was for those who had made an $18 season ticket deposit and included food, music and an interactive fan fest.
“Our brand identity,” SDFC CEO Tom Penn said in the release, “has been co-created with our fans and supporters over the past six months. We believe our crest truly reflects the essence and spirit of San Diego.”