On November 12th, 2018, FC Cincinnati unveiled their newest crest for their team as they enter into the MLS. After three years of playing in the USL (United Soccer League) the city confirmed the deal with Major League Soccer and, to much excitement from loyal fans, began crafting a new identity for the young team. Local design agency Interbrand spent 6 months honing a logo that was meant to embody the spirit of the city of Cincinnati, as well as celebrate the football club’s success. At the unveiling, fans stood waiting with bated breath, eager to see their beloved home team’s new identity. When the logo was revealed, it was deemed… underwhelming. MLS and FC Cincy fans alike took to the internet and made sure they told the world exactly what they thought of the new logo:
Notes from Interbrand:
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.”
Curious about the topic, I took matters into my own hands and decided to try my hand at designing an “update” to the new crest for the budding MLS team. My goal was to use my knowledge of Cincinnati and the deliverables outline through Interbrand’s work to develop a fresher take on their design. My design and reasonings are as follows:
Notes from my design:
The updated FC Cincinnati crest was developed as a representative of the city. Inspired by Cincinnati – itself a city fearless and stoic – the crest highlights the region’s German heritage and new blood in a fresh, modern light.
• The lion has been redesigned to face forward, signifying its unrelenting spirit for progress as well as it’s attitute of facing each challenger head on.
• The seven jewels atop to lion’s head provide a nod to the Queen City, but also signify the seven hills of Cincinnati, converging into the lion head itself, uniting the city as one force.
• The three tiers in the mane represent the 3-year journey to the MLS seat. The mark is clean, modern, and progressive; the way the city of Cincinnati wants to be viewed.
The club colors have been altered as well. The club blue has been darkened, giving the feeling of a strong base, and a deeply rooted heritage, while the orange has been brightened, providing a sense of vibrancy and life to the towns that create the Greater Cincinnati area.
