All-New Louisville City FC Logo Revealed

OFFICIAL

Nov 17, 2020

by Simon

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Earlier today, Louisville City FC unveiled a new crest which is in line with the new NWSL franchise Racing Louisville FC. Both logos were designed by @wolffmatt who has a respectable football portfolio.

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In terms of design, the new Louisville City logo introduces several changes in order to simplify the appearance of the most important club asset. This means that the skyline above the writing Louisville City disappears, as do the pale yellow accents implemented into many design elements. Essentially, the logo maintains its shape.

Wolff puts the stylistic focus on the fleur-de-lis of which 3 appear in the middle of the logo. This motif also appears within Racing Louisville's logo. To celebrate the club already winning two league titles in the USL Championship within 6 years of existence, there are also two stars above.

The goal for us was to create something simple, bold and timeless that works in harmony with Racing Louisville FC

“We love everything about the LouCity story going back to Day 1,” said club president Brad Estes. “This rebrand isn’t about changing our identity. It’s about the growth and evolution of our organization.”

“We will always pay homage to our original crest used for LouCity’s first six seasons,” said Mitch Ried, vice president of sales and marketing. “We also felt as our organization has grown from not only a USL club but also into a beautiful new stadium, youth academy and an NWSL franchise that we needed to accordingly update our brand.

What do you think of Louisville City FC's new logo? Do you like the unified approach of both Louisville franchises? Let us know your thoughts in the comments down below.