Atlanta United FC Launches Brand Identity

Andy Fritchley / July 8, 2015

Major League Soccer now has a name in Atlanta. The 22nd MLS franchise, Atlanta United FC officially launched its new name, logo and club colors at an event held for team supporters in midtown last night . The reveal was made through this video narrated by long-time soccer commentator Jon Champion:

The team’s logo features a circle reminiscent of the city’s seal and Olympic heritage with a bold “A” at the center of the circle. Behind the “A,” five black and red stripes represent the five pillars of the club: unity, determination, community, excellence and innovation.

The club also unveiled its new Twitter hashtag: #ATLUTD. So be sure to check it out.

Kicking off in 2017, Atlanta United FC will play their home games in a new state-of-the-art, retractable-roof stadium in downtown, and the team will sport three primary colors: black (symbol of strength and power), red (a reflection of pride and passion) and gold (representing excellence).


Me and my son with Atlanta United President Darren Eales.


The new brand was unveiled to a crowd of invitation-only team supporters.


Banner unfurled with new logo and hashtag.


Having tinkered with software and technology his entire life, it was only fitting for Andy Fritchley to wind up in a digital playground -- Kelsey -- a brand marketing and strategy firm. Through the Brand Establishment, Andy is one of a handful of Certified Brand Strategists in the nation, helping clients with brand development, interactive projects, social media strategies and killer creative work. You can find Andy on and Twitter.

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