SAN DIEGO FOOTBALL CLUB

A club for all, United in flow

WHAT WE DID

Strategy
Art Direction
Branding
Lettering
3D & Motion

℗2024

Strategy
Art Direction
Branding
Lettering
3D & Motion

℗2024

THE BRIEF

How do you create a football club identity that doesn’t just represent a team but an entire, diverse community—without playing favorites?

THE IDEA

San Diego is a city that breathes football. It has more soccer viewers than anywhere else in the U.S., yet, for years, it lacked a team to rally behind. Enter San Diego FC: a franchise built not just for the game but for the people. The challenge? Representing all of San Diego County—its 18 cities, its cultures, its history—without narrowing the focus to just one.

THE BRIEF

How do you create a football club identity that doesn’t just represent a team but an entire, diverse community—without playing favorites?

THE IDEA

The solution started with a mindset: flow. A state where movement feels effortless, where skill and instinct align. This became the foundation for a crest that wasn’t about a single landmark or symbol but about something bigger—a unified force. The club’s emblem was designed using 18 flowing lines, each one representing a different city and community within San Diego County, seamlessly coming together as one.

The colors? A deep, commanding blue and a sleek chrome finish—reflecting both the Pacific’s vastness and the modern ambition of the club. The result is more than just a badge; it’s a symbol of a city finally getting the team it always deserved. A team built for everyone, ready to make waves in the MLS.