FC Cincinnati showed off their new identity as an MLS expansion club on Monday, complete with an updated crest and colour scheme.
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.
FC Cincinnati’s familiar “Orange and Blue” colour scheme remains as the club moves to MLS, but now they’re brighter and bolder. Featuring the club’s two new primary colours, the crest also introduces the accent dark blue and it helps provide emphasis against the white background to further emphasize the word “Cincinnati.”
The team’s new wordmark is a familiar update on the team’s original mark. Still an orange and blue combination on FC Cincinnati, the crown remains firmly affixed atop the “C” in Cincinnati – again, a nod to the Queen City. Written straight out with no breaks or punctuation between letters, the FC moves straight into Cincinnati to show the club’s direct connection to the city.
The club’s new secondary mark is the stylized FCC from the full wordmark, while stand-alone tertiary elements will eventually include the full lion from the crest, the lion’s head and mane, and the crown. Those elements will be introduced more prominently in future years as the brand gains traction in the marketplace.
The team’s full written name has also taken on a small update: it’s officially “Football Club Cincinnati”.
“Developing our MLS identity has been an intensive, yet gratifying process, that has been so well-worth the end result we’re presenting today,” said FCC President and GM Jeff Berding. “We’re incredibly proud of the development process and what we present today as our final product. We firmly believe these new marks and brand system are a perfect representation of our club as we enter Major League Soccer. We introduced local, organic elements to refresh our look, yet kept specific iconography from our early years to retain familiarity. We cannot wait to take the field in 2019 bearing the FC Cincinnati – Football Club Cincinnati – crest on our chests.”
“Ignite and Unite” and “Now and Forever” are two new taglines conceived to emphasize the club’s ambition and goals. #IgniteUnite joins #FCCincy as an official hashtag heading into the 2019 MLS season.
FCC brought to life its MLS identity in tandem with Interbrand, instituting a three-month process that culminated in early August when the club presented its plans to MLS officials at the 2018 MLS All-Star Game presented by Target.