NOTE: This is an archived version of the first incarnation of Brand New. All posts have been closed to comments. Please visit underconsideration.com/brandnew for the latest version. If you would like to see this specific post, simply delete _v1 from the URL.
The Major League Soccer (MLS), currently in the process of expanding from 13 to 16 teams by 2010, recently announced its 14th team, the Seattle Sounders FC as an expansion team. The Seattle Sounders FC were named after a public poll that included the names Seattle Alliance, Seattle FC and Seattle Republic (you can read the rationalizations for these names here) as well as providing a “write-in” option for the fans to propose something they liked. With 14,500 registered fans, 50% of the votes were write-in options and, from those, 49% offered a variation on the name of Sounders. Now, I don’t know how many of you are familiar with the history of Seattle soccer — I certainly wasn’t — but the Sounders is a name associated with Seattle soccer since the 1970s, first with the Seattle Sounders that played in the North American Soccer League from ‘74 to ‘83, and currently as the Seattle Sounders — four-time champions! — of the United Soccer Leagues (USL) First Division since ‘94. The MLS’ Seattle Sounders will use “FC” (Football Club) to differentiate themselves from the USL Seattle Sounders… although I’m not clear if the USL Sounders are going away. At first I couldn’t understand who would call themselves the “sounders” but, I’m guessing, it’s in honor of Seattle’s Puget Sound, the body of water that’s their pride and joy.
Minority owner Drew Carey. No, this picture adds nothing to the identity discussion, but he’s funny to look at.
With a name and some celebrity ownership in place — Joe Roth, a heavy-hitting movie producer and director is a majority owner while bespectacled comedian Drew Carey is a minority owner — the Seattle Sounders FC presented their inaugural logo, designed by DNA Brand Mechanics: A double-shielded, single-bannered, Space Needle-wielding badge. And some fancy press releasing to go with it:
The badge represents the organization’s personality, image, core competencies and characteristics. This design is loosely based on a heraldic shield, which helped identify combatants who were otherwise hidden by their armor.
The Seattle Sounders FC badge was developed with two distinct layers to represent the partnership between the ownership, the community, the players and the fans.
The partners are all united under one banner which carries the team name.
General Manager Adrian Hanauer at the logo announcement.
There are one too many pieces of flair in this logo: two shields, multiple strokes, banner, illustration, spikiness. It’s so elaborate that it almost works in its excess and it can’t help but signify energy and dynamism, so it’s hard to fault it for trying to so hard. I have a real problem with the double shield, it’s overly redundant and feels like they couldn’t pick one style of shield over the other so they just went with both. The Space Needle illustration is actually quite nice, it’s dramatic and recognizable but, of course, it’s pretty clichéic. I’m torn on this logo: I don’t quite like it, but it works nicely for a new sports team, as a badge it fits within the visual language of soccer, and, above all, it’s not another angry animal.
Seattle Sounders FC Introduction Video and Crest Unveiling. Please, please watch the last minute of this video — that’s how you present a logo.
Thanks to Stefan Udziela for the tip.
Jump to Most Recent Comment
Jeff’s comment is:
The "FC" is killing me. It's awkward to say, confusing to read, and it disrupts the flow of the logo. The "Seattle Sounders" text almost looks right-aligned with "FC" thrown to the right of it. Gah! Killing me!
The colors work, and the illustration is good. I agree on the double shield; the bottom one barely serves a function. At least the two have enough contrast.
Despite its shortcomings, this identity works very well for a soccer team.
On Apr.13.2008 at 08:19 AM
pagalina’s comment is:
I like the double shield, actually. it's a more contemporary take on a very traditional element used in sports logos and adds a shot of color and motion.
On Apr.13.2008 at 09:37 AM
felix sockwell’s comment is:
FC is so 1997.
(but it works, FC Dallas
whipped New York
last night 2-0)
but I'm diggin this mark.
solid. clean. simple. even though
the type is a bit off (the letter
D is too small in comparison to the O)
OK... off to the pitch for a another
sunday bruising.
richard’s comment is:
I like the mark too! FC don't bother me! And with that last minute fafare all I can see is AWESOME! That logo is out of this world! I think we are seeing the Joe Roth-ness of it!
On Apr.13.2008 at 12:06 PM
Kevin Cannon’s comment is:
I find it really odd that they try make all the soccer logos just like all the other sports in the states.
Seems to me like soccer might stand on it's own to feet by drawing more from the design & naming traditions of European Clubs than trying to mimic the overtly macho image of American Football, Baseball and Ice Hockey.
On Apr.13.2008 at 02:40 PM
john’s comment is:
I can't say that I care for it. Not that I'm a fan of "It looks like..." comparisons, but I can't help but mention that I half-expect the Romulan ambassador to the UFP to be wearing that thing on his tunic...
On Apr.13.2008 at 02:58 PM
Kyle’s comment is:
Here are some options a different designer came up with: GOALSeattle.com
Growing up in Seattle, I remember the old Sounders logo had a wave form in it. The internets tell me the old Sounders logo is the same as the current USL team, could that be true? My memory must be faulty...
Von Glitschka’s comment is:
I loved the Sounders growing up. The soccer team I played on from 3rd grade until I was a senior in high school got to play a league championship game at the half time of the Sounders game in the KingDome. (RIP) We won the game 2-0, what a thrill that was.
I don't mind the logo. I just don't think it's polished very well.
- Inconsistent line weights.
- Type makes the logo look like a tourist "Name Drop" design.
- Banner & type look like an awkward add-on rather then integrated.
Grade: B
-
andrew harrison’s comment is:
just out of curiosity, is there a reason they went with the same colours as the MLS logo? Are green/blue "Seattle" colours and just coincidentally the MLS colours?
On Apr.13.2008 at 10:09 PM
drewdraws2’s comment is:
Nothing like using the name from the failed league from the 70's to remind us that soccer's still small time in the States. Come on folks, let's try harder and stop asking the fans for naming decisions.
I think Alexander Hamilton said it best:
"(The) people, sir, is a beast"
On Apr.13.2008 at 10:12 PM
drewdraws2’s comment is:
@andrew harrison: ocean/rain=blue & resulting lushness=green. It seems to me that those colors make good sense for Seattle, and are used for both the Seahawks and Mariners in some form.
On Apr.13.2008 at 10:16 PM
andrew miller’s comment is:
when you have a 50% write-in vote, that means you suck at naming. come on. all three of those were completely lame. unless i just don't get soccer...
On Apr.14.2008 at 07:35 AM
c-lo’s comment is:
Looks decent. Looks better then most sports teams shields. And I see the used the same colors (or really close to) the port of seattle. Is that a tie in?
On Apr.14.2008 at 09:20 AM
John Mindiola III’s comment is:
maybe part of the reason they're called sounders is because of the supersonic jets they manufacture in seattle? that's why the sonics are named what they are, of course. though, they'll be in oklahoma city soon, so the name won't really make any sense. that is, unless sonic restaurant becomes a sponsor! ha! that'd be great. btw, the current sonics uniforms are HIDEOUS!
On Apr.14.2008 at 10:00 AM
Tony’s comment is:
If you live (or have lived in Seattle) you'll know the great annoyance of the ever ubiquitous space needle logo.
There is more here to identify with than the space needle, honest.
In fact, the needle is hardly what defines Seattle. Why must it continue to be used over and over?
On Apr.14.2008 at 01:06 PM
Ryan’s comment is:
Tony: I live in Seattle. I blame myself, but I can't for the life of me think of another logo that uses the Space Needle. That doesn't mean there's not a ton out there but I am curious if you can share a few examples.
Stefan: The USL Sounders will cease to exist after this year. The MSL Sounders were named in honor of them (sort of). The USL Sounders have a pretty rabid, if not large, fan base.
On Apr.14.2008 at 03:28 PM
andrew’s comment is:
Id say the second shield severly reduces the osss of the logo. It would be totally osss with just one shield and the FC throws me off too, but i can see why its used.
On Apr.14.2008 at 03:42 PM
To Ryan’s comment is:
The Supersonics basketball team's old logo (the one with red) had the space needle in it.
On Apr.14.2008 at 04:22 PM
To Ryan’s comment is:
I just remembered, too. Another old Supersonics logo had the needle, too:
Here is the reddish one, too:
Mark’s comment is:
other logos that contain or contained the Space Needle.
Frasier (TV show) logo (show was located in Seattle)
Seattle Insurance Agency inc. logo
UW Medicine
Seattle University Model United Nations
http://www.sumun.org/images/WhiteLogo.jpg
Seattle Go Center
http://www.seattlegocenter.org/calendar.php
Savor Seattle Food Tours
http://www.savorseattletours.com/contact.htm
this one
Toyota of Seattle
http://toyotaofseattle.com/default.aspx?html=buy_crossfire.html&s=new
Seattle Storm
okay, that's a start.
anyway this logo doesn't look that bad but I'm still curious what does "FC" stand for???
On Apr.14.2008 at 08:37 PM
Mark ’s comment is:
never mind I found out what it meant it stand for "Football Club".
On Apr.14.2008 at 08:43 PM
Darrin Crescenzi’s comment is:
Unlike a lot of commenters, I don't hate the double shield, although the accompanying press-release-speak is terribly unconvincing.
I just can't get over how awkward the poor "SOUNDERS FC" typography is. Here's a larger version of the logo so we can see more of the unfortunate details:
The "U" is frightfully wimpy, the "N" too thick, the "D" too narrow, the "C" too skewed, the too-tight kerning between the two "T" characters… a train wreck to be sure.
On Apr.14.2008 at 10:54 PM
Chip O'Toole’s comment is:
Darrin, you're right. Wow, seeing the typography up close definitely degrades this identity. The flairs/nics are completely unnecessary.
And wouldn't you want to separate yourself from all the other Seattle companies, teams with the green, blue combo?
Why not a powerful red theme?
On Apr.15.2008 at 11:15 AM
DJ’s comment is:
To Chip: I like the colors. Most of MLS are Blue and/Or red... So Seattle will hopefully use the green a lot- stand out like the columbus crew, colorado rapids (which i HATE their colors), and the houston dynamo.
Red: Chivas USA, NE Revolution, Chicago Fire, Toronto FC, FC Dallas, DU United, New York Redbulls
Blue: KC Wizards (bright blue), Chivas, NE,Dallas, LA Galaxy, San Jose Earthquakes, NY, Real Salt Lake (Baby blue) ---- (and now Seattle)
On Apr.15.2008 at 11:42 AM
Jeff’s comment is:
Does anyone else get the feeling that the rest of the logo was finished and waiting for the "naming process" to be completed?
"Let's just leave a white banner that we can plug the name into once we figure out what it's gonna be."
On Apr.15.2008 at 03:41 PM
casey’s comment is:
I am a huge proponent of them keeping the Sounders name. I like the idea of team in essence being "promoted" to MLS, and it keeps their long (for the US) history intact. What I don't like is the FC. It's a mouthful. I think they should either keep the city and nickname prominent like most US pro sports franchises e.g. "Seattle Seahawks" OR remove the nickname all together like the european teams e.g. "Fullham FC" and allow the nickname "Cottagers" to be spoken, and written on merchandise but not prominent as it is a nickname, not the official name. To have both it makes it confusing and redundant.
On Apr.15.2008 at 04:30 PM
Andrew’s comment is:
Why do teams in the MLS try to get this "osss" logos/patches that have no staying ability. Why not go for something classic and cool.
This logo is something i would use for a first round with 10 others, not osss bro, not osss at all.
On Apr.15.2008 at 07:55 PM
Haik Avanian’s comment is:
The awkward proportions of the type are just awful, makes it feel skewed in an unintentional way. Not osss at all.
On Apr.16.2008 at 04:50 PM
KAST’s comment is:
Pardon my ignorance - what does "osss" stand for?
I think the base shield is too "tweaked" especially compared to the upper shield's simplicity. The D is like visual nails on a chalkboard (much like the pdf "I") but the Space Needle illustration is great.
Haik Avanian’s comment is:
http://www.urbandictionary.com/define.php?term=osss
On Apr.16.2008 at 08:08 PM
Armin’s comment is:
I strongly urge our commenters to use full words found in accredited dictionaries. "Osss" is the lamest thing I have heard in a long time.
On Apr.16.2008 at 08:57 PM
KAST’s comment is:
Wow! I actually considered that that was the meaning but quickly dismissed it as totally ridiculous. LOL (just kidding).
Don't forget the identity for the Space Needle itself - very nice (as it should be).
trevor Conrad’s comment is:
I too am from Seattle and played soccer growing up, in college at Gonzaga, and two summers semi pro for the Spokane Shadow (now Spiders). I am getting use to the logo for the Sounders FC, it fits into the new sports look. I like the name and think its a great way to transfer spectators and loyalty from the long beloved Seattle Sounders to this brand new MLS team... I know that they are thinking about using the Seattle Sounders as sort of a feeder team, which most MLS teams have, and the new PDL Tacoma Tide may end up as a feeder for the A League Sounders. Anywho they are doing a great job on trying to create this "Club" feel and add a sense of membership and commradare to this new team.
Now when it comes to the design, yeah Darrin the type does look funky and off...oh well they f-d that up. I'm more concerned with the Nike -esq looking shapes of the shields... I know Nike is a strong brand in the PAC NW (oregon), but it looks like something you could have created using the old nike shield generator with the dragon and snake and other flames and shapes and doowops. The other thing that sort of gets to me is how closely these colors are to that of the Mariners and even more so the Seahawks. I know we live in Seattle and everything is green and blue and those are nice conservative colors, but i'm curious what other options they looked into.
Oh and they're thinking of offering Thierry Henry a contract!!!! whoop whoop. (i doubt he'll take it)
On Apr.22.2008 at 04:55 PM
Hopkins’s comment is:
This logo has nothing on the logo designed for the new team from New Zealand team added to the Australian A-league competition last year.
Justin’s comment is:
Basically - it's crap is what you're all saying.
1) Needle (yawn) boring
2) Who drew the typeface, Stevie bloody no hands
3) why does it look squished
4) ....
bored now, neeeeext !
trevor Conrad’s comment is:
where's Australia?
(j/k)
On Apr.29.2008 at 03:23 AM
Comments in Brand New, V1.0 have been closed.
