In a momentous event held at Snapdragon Stadium, San Diego Football Club (SDFC) introduced its name, crest, and brand identity to an enthusiastic crowd of thousands. The 30th Major League Soccer (MLS) club is set to make its debut in 2025.
SDFC's crest and visual identity are a testament to the vibrant essence of San Diego, honouring the 18 diverse cities that make up this thriving Californian community. Crafted by the world-renowned design agency Pupila, the creation of this identity followed months of research, with a focus on four key virtues:
1. Gratitude for the Community: SDFC holds a deep appreciation for the community it calls home.
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2. Proud, Not Loud: The team embodies a quiet and understated confidence, letting their performance speak for itself.
3. Diversity: Just like San Diego's various communities, neighbourhoods, experiences, and cultures, SDFC celebrates diversity.
4. State of Flow: The team aims to perform at its peak level, embracing the unique rhythm of life in San Diego.
Colours: Chrome & Azul
The chosen colours represent the essence of San Diego. Chrome symbolises the spirit of excellence and cutting-edge innovation that San Diego is known for. It's reflective and dynamic, just like the city itself, and it reflects the various shades of yellow, orange, red, and blue found in the community. Complementing Chrome is Azul, a dark navy blue that pays homage to San Diego's deep connection to the Pacific Ocean and the clear blue skies that grace the city every day.
Crest
At the heart of SDFC's crest is "The Flow," a striking design comprised of 18 lines, each representing one of the 18 communities within San Diego County. These lines are woven together, symbolizing unity and community spirit.
The word "San Diego" arches gracefully across the top of the crest, drawing inspiration from the iconic neighbourhood arches and signs that adorn the greater San Diego area.
The shield shape itself is a symbol of the strength and unity of the San Diego community. Its chrome finish, with reflections of the community's vibrant colours, serves as an outer layer, highlighting the team's commitment to embracing the spirit and diversity of San Diego.
San Diego FC's name, crest, and brand identity capture the essence of a city known for its innovation, diversity, and community spirit. As the team prepares for its 2025 MLS debut, it does so with a symbol that reflects the very heart and soul of San Diego.
