Football – or soccer as it’s commonly called in the US – has been on an exponential rise in the United States. The rapidly growing city of Cincinnati, Ohio has felt the reverberations of this growth.
Soccer arrived in Cincinnati in 2015 with the establishment of FC Cincinnati. The club immediately made a splash for the entire region, leading to record-breaking attendance numbers and unrivaled enthusiasm among fans. While the team started their first two seasons as part of the United Soccer League (USL), FC Cincinnati was built as a major league franchise since its inception. This paid off, as the club received a bid to MLS, and they are set to begin play at the highest level for 2019 season. It was now time to think even bigger about what’s next for the team.
With this stage on the horizon, it was time to establish FC Cincinnati as the premier soccer club and a world-class brand. Building on the connection they have already built regionally, FC Cincinnati needed to inspire passionate affinity – while being flexible and comprehensive across all touchpoints – to continue their growth on a world stage through an elevated identity.
To achieve this, FC Cincinnati and Interbrand joined together in a collaborative partnership with fans, the community, and key club stakeholders. Through an intensive process with co-creation at its core, a new brand strategy and identity that celebrates the club, the city, and the community’s heritage, while preparing FC Cincinnati for continued growth and success into the future was established.
Upon launch, the new identity was met with a great level of enthusiasm. Learn more about FC Cincinnati’s new MLS identity, which bridges traditional and contemporary cues, as well as local elements to make their mark, here.
“We’re thrilled to introduce our MLS brand. FCC has forged a strong connection with our city over the past three years. As we move into the future as an MLS club, our new look maintains that strong connection and reflects our passion and ambition for world-class soccer in Cincinnati.” Carl H. Lindner III, Managing Owner and CEO, FC Cincinnati