In 2011, new ownership came in to rescue the struggling franchise formerly known as The Kansas City Wizards. The owners saw great potential for what major league soccer in Kansas City could become and moved quickly to implement their vision with a brand new stadium and team name. We worked with the team to create a new logo and identity system that is unique, bold and symbolic of the club’s new aspirations.
We started with a shield shape unlike any other in the league and within it represented the boundary of the two states, Kansas and Missouri, to which the team calls home. The elongated and intertwined SC is stylistically inspired by European football club crests and the alternating stripes represent the unification of 11 players on the pitch. Finally, a proprietary typeface was developed for the club and is a crucial and highly identifiable element for their brand.
Since introducing the new branding, the team has experienced unprecedented growth in their following. Attendance rates have nearly doubled and merchandise sales went from next to last in the league to second in the entire MLS.