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).

 

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Me and my son with Atlanta United President Darren Eales.

 

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

 

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Banner unfurled with new logo and hashtag.


ABOUT THE AUTHOR:

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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