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New Logo and Identity for Puerto Rico FC by Diego Guevara

New

Noted Sep. 30, 2015 by Armin

Industry / Sports Tags /

About

(Est. 2015) Puerto Rico FC is a Puerto Rican football club based in Bayamón, Puerto Rico and owned by New York Knicks NBA Star Carmelo Anthony that is scheduled to join the North American Soccer League (NASL) in time for the 2016 season.

Design by

Diego Guevara (Miami, FL)

Related links

Diego Guevara blog post
Puerto Rico FC press release

Relevant quote
The circle shield combines unity and team spirit, while the football represents the love for the game and connection to the NASL. The circle shield follows european tradition, connecting old football with the new game, making the logo effective. The logo distances itself from other league team logos by featuring a modern and clean monochromatic timeless design able to work on print, web, social media, and merchandise without significant modifications.

The typography is bold, modern and features a variety of weights that will help communicate and establish a brand voice. It is part of a stylized banner that wraps the shield, which also serves as an independent badge, branding tool, or stylized monogram.

Diego Guevara blog post

Images (opinion after)
New Logo and Identity for Puerto Rico FC by Diego Guevara
Logo detail with sexy orange smoke.
New Logo and Identity for Puerto Rico FC by Diego Guevara
Color versions.
New Logo and Identity for Puerto Rico FC by Diego Guevara
Typography.
New Logo and Identity for Puerto Rico FC by Diego Guevara
Message from Carmelo.
New Logo and Identity for Puerto Rico FC by Diego Guevara
New Logo and Identity for Puerto Rico FC by Diego Guevara
Ads.
New Logo and Identity for Puerto Rico FC by Diego Guevara
New Logo and Identity for Puerto Rico FC by Diego Guevara
New Logo and Identity for Puerto Rico FC by Diego Guevara
Merch and swag.
New Logo and Identity for Puerto Rico FC by Diego Guevara
T-shirt.
New Logo and Identity for Puerto Rico FC by Diego Guevara
Press conference.
New Logo and Identity for Puerto Rico FC by Diego Guevara
New Logo and Identity for Puerto Rico FC by Diego Guevara
New Logo and Identity for Puerto Rico FC by Diego Guevara
Sketches and process.
Opinion

It's hard to argue against Hoefler & Co.'s Vitesse and this logo/identity is all Vitesse all the time. As a typographic exercise it's all good: the arched type, the type on a curve, the type straight up… it's all nicely executed. The main issue I have with the logo is that it could say Los Angeles FC, Bahamas FC, Mexico City FC, whatever, and it would still work. There is nothing inherently Puerto Rican or not Puerto Rican about it, so it's fairly exchangeable. This is not a terrible crime and I'm happy for my friend (and 6-time BNConf attendee) to get such a cool project but even one visual nudge — in the logo or identity system — that would point to something specific about Puerto Rico would be a boost.

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